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Understanding Private Label Brands
The phenomenal growth of private labels worldwide calls for extensive research in this area. This paper critically reviews the prior research in the area of private labels. While doing so, it traces the origin and growth of PLBs, probes the PLB consumer behavior, explores how they benefit retailers, identifies their critical success factors, highlights the private label revolution and attempts to envision their future.
Keywords
Private Labels, Retailers, National Brands.
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