Present knowledge of consumer reactions to retailers’ own brands appears to be based mainly on studies of fast moving consumer goods (fmcg). Most research has been conducted on groceries and other items, like toiletries, that consumers buy with regular intervals, and often from supermarkets. The increase of retailers’ own brands in other product categories, such as the fashion industry, has received considerably less attention in course books and articles.Most published research on private labels has been conducted in the USA, although Hoch (1993, p. 58) finds that “the imagination and management talent devoted to private labels in Europe also tends to be of a hither level than in the United States.” Thus, not only is it important to extend research to new product categories, but also to other consumer markets than the US. Two studies have been conducted in the spring 2003, one study of consumer reactions to private label clothing in the Netherlands, and one on a store brand in Finland. Further studies are being planned.
|Gällande start-/slutdatum||01.05.2003 → 31.12.2005|