Theory and Practice about Risk in the Incorrect Management Associations Between Store Image and Private Label Products in Spanish Supermarkets

  • Agueda Esteban Talaya
  • Pedro Reinares Lara
  • Mercedes Rozano Suplet
Part of the Applied Optimization book series (APOP, volume 19)


The design of specific brand images marked the beginning of a new means of obtaining consumer loyalty. Apart from their economic implications, the private labels have been a decisive element in the creation of differentiating retailers’ images. In spite of the potential benefits of coordinating the management of these two elements, Spanish private labels are handled contradictory to the most modern marketing theories. Empirical research of supermarket shoppers shows their perception of these and the results of different attempts to achieve synergy between the store brand and the line of dealer’s products offered with them.


Loyalty Store image Private label Supermarkets House brand Customer retention Consumer perception Brand positioning strategy Brands image Product’s image. 


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Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Agueda Esteban Talaya
    • 1
  • Pedro Reinares Lara
    • 2
  • Mercedes Rozano Suplet
    • 2
  1. 1.Complutense University of MadridSpain
  2. 2.European University of MadridSpain

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