Public quality labels: should stores' own brand names be feared?

Public quality labels are used to point out specific market segmentations: land, Bio, and taste quality. Their success in the retail industry prompts stores to use them as part of their own brand range. The food-processing industries fear that producing them as stores’ own brands could run down their image. This paper shows, by analysing 6 products, that the supermarkets strategy is not to undercut the official quality brand names.


Issue Date:
2005-04
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN 1778-4379 (Other)
PURL Identifier:
http://purl.umn.edu/162559
Published in:
INRA Sciences Sociales, 2004
Total Pages:
5

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