Literature analysis

Part of the BestMasters book series (BEST)


To answer the research questions outlined in chapter 1, chapter 2 is concerned with identifying psychographic antecedents with a potential influence on consumers’ attitudes towards private label brands. After introducing the definitions of central terms and underlying theories, a critical assessment of available literature is followed by a discussion about the shortcomings of demographics in predicting PLB attitude as well as the reasons for selecting psychographics as the antecedents of choice.


Product Category Expect Utility Theory Private Label Store Brand Consumption Choice 
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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.Krems a.d. DonauAustria

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