Working Papers

Consumer Misinformation and the Brand Premium: A Private Label Blind Taste Test

Bart J. Bronnenberg, Jean-Pierre Dubé, and Robert E. Sanders

Jan 10, 2019

Explores the discrepancy between consumers’ low propensity to buy private labels, in practice, and their stated perceptions that private label quality is often comparable to national brands by investigating whether there is a CPG information barrier and whether it can be overcome.

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