Abstract
Despite aggressive attempts to develop and market private label brands by retailers in Thailand, acceptance remains low. If used as an ingredient, private labels could be a lower cost alternative to national brands and the end user would likely never know the difference. This study explores usage of private label brands among street vendors in Bangkok, Thailand.
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Zheng, J.C., Shannon, R. (2018). Usage of Private Label Brands Among Street Vendors in Thailand. In: MartÃnez-López, F., Gázquez-Abad, J., Chernev, A. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-92084-9_4
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DOI: https://doi.org/10.1007/978-3-319-92084-9_4
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