Services on Demand
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Revista de Administração de Empresas
Print version ISSN 0034-7590
PEREIRA, Inês. Marcas de supermercado. Rev. adm. empres. [online]. 2001, vol.41, n.1, pp. 16-27. ISSN 0034-7590. http://dx.doi.org/10.1590/S0034-75902001000100003.
This article analyzes brands owned or controlled by retail supermarkets. It investigates the marketing mix elements of these store brand products as well as the social, economic and behavioral characteristics of their potential consumers.
Keywords : Private label; private brand; own label; supermarket, retailing.