search query: @author Sinha, I. / total: 3
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| Author: | Batra, R. Sinha, I. |
| Title: | Consumer-level factors moderating the success of private label brands |
| Journal: | Journal of Retailing
2000 : SUMMER, VOL. 76:2, p. 175-192 |
| Index terms: | CONSUMERS BRANDS PRIVACY |
| Language: | eng |
| Abstract: | The authors examine how different determinants of perceived risk help explain variations in purchasing preferences for national brands versus private label (store) brands (PLBs), across twelve different product categories. Such intercategory differences are the most important source of variation in PLB share across markets, retailers and categories, but little prior consumer-level research has thus far tried to explain these crucial variations. |
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