Abstract
The design of specific brand images marked the beginning of a new means of obtaining consumer loyalty. Apart from their economic implications, the private labels have been a decisive element in the creation of differentiating retailers’ images. In spite of the potential benefits of coordinating the management of these two elements, Spanish private labels are handled contradictory to the most modern marketing theories. Empirical research of supermarket shoppers shows their perception of these and the results of different attempts to achieve synergy between the store brand and the line of dealer’s products offered with them.
† In Spanish, the name is Hypermarket
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Talaya, A.E., Lara, P.R., Suplet, M.R. (1998). Theory and Practice about Risk in the Incorrect Management Associations Between Store Image and Private Label Products in Spanish Supermarkets. In: Zopounidis, C., Pardalos, P.M. (eds) Managing in Uncertainty: Theory and Practice. Applied Optimization, vol 19. Springer, Boston, MA. https://doi.org/10.1007/978-1-4757-2845-3_15
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