The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions
Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image. Methodology: Based on an epistemological social c