The intangible asset of private labels innovation
Keywords:
innovation, private labels, store image, word of mouth.
Abstract
Private labels have experience extraordinary growth worldwide, reaching in Spain a market share close to 40%. Private labels have clearly evolved over time increasing the range, developing a more sophisticated portfolio and in many cases adopting innovation and quality improvement strategies. The objectives of this paper are: firstly to investigate consumer perceptions of private-label innovativeness and secondly to analyze how these perceptions influence the creation of intangible assets related to the perception of private labels, retailers and other consumers prescriptions.Downloads
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Published
2014-03-07
How to Cite
Abril C., Sánchez-Herrera J., Gavilán D., Manzano R. y Avello M. (2014). The intangible asset of private labels innovation. Cuadernos de Estudios Empresariales, 22, 83-98. https://revistas.ucm.es/index.php/CESE/article/view/44646
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