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Essay Details:
Essay text:
Third, they want to find out whether store patronage has an
influence on perceived brand equity of store versus national brands.
Design/methodology/approach – A total of 225 consumers were involved in a repeated measures design involving two within-subject factors: a
blind and non-blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers’ positioning strategies on
the results generated.
Findings – The results confirm the common belief that private label products can offer the same or even better quality than national brands, but at a
lower price...
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