Private-label branding and willingness to pay: evidence from an auction experiment

• Main Authors: Kandapa Thanasuta, Yingyot Chiaravutthi
• Other Authors: Mahidol University
• Format: Article
• Published: 2019
• Subjects: Business, Management and Accounting; Economics, Econometrics and Finance
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/45363

© 2018 Informa UK Limited, trading as Taylor & Francis Group. The competitive pricing of private-label brands is a strategy used to gain a competitive advantage. Notwithstanding the introduction of many private-label brands–i.e. private-label brands with a name identical to that of a firm (own...