How moderate versus high similarity in private label imitation strategy hampers quality and preference of category leading brands
Percipalle, Ariane (A.A. 2022/2023) How moderate versus high similarity in private label imitation strategy hampers quality and preference of category leading brands. Tesi di Laurea in Retail and service experience marketing, Luiss Guido Carli, relatore Stefano Franco, pp. 78. [Master's Degree Thesis]
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Abstract/Index
Literature review. Rise of PL brands and copycat strategy. Harm attributed to copycats and brand dilution. Perceived similarity between PL brands and category leader. Quality perception & preferences of brand leaders. Perceived value of category leader. Methodology. Constructs. Sampling. Design. Results & analysis. Data preparation for analysis.
References
Bibliografia e sitografia: pp. 37-42.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Retail and service experience marketing |
| Thesis Supervisor: | Franco, Stefano |
| Thesis Co-Supervisor: | Monsurrò, Luigi |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 Dec 2023 11:42 |
| Last Modified: | 12 Dec 2023 11:42 |
| URI: | https://tesi.luiss.it/id/eprint/37286 |
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