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What is Marketing Mix Impact on Private Labels about?

This article explores the effects of various marketing mix elements on the brand equity of private label brands. Specifically, it studies the impact of in-store communications, in-store promotions, distribution intensity, advertising, perceived price, and monetary promotions on private label brand equity. The results indicate that the most effective marketing mix tools for building private label brand equity are in-store communications, distribution intensity, and perceived price. Unlike manufacturer brands

Author

refiatarr

Language

EN