El valor intangible de la innovación de las marcas del distribuidor

1. Abril Barrie, Carmen
2. Sánchez Herrera, Joaquín
3. Gavilán Bouzas, Diana
4. Manzano Antón, Roberto
5. Avello Iturriagagoitia, Maria

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Abstract

Private labels have experience extraordinary growth worldwide, reaching in Spain a market share close to 40%. Private labels have clearly evolved over time increasing the range, developing a more sophisticated portfolio and in many cases adopting innovation and quality improvement strategies. The objectives of this paper are: firstly to investigate consumer perceptions of private-label innovativeness and secondly to analyze how these perceptions influence the creation of intangible assets related to the perception of private labels, retailers and other consumers prescriptions.

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