PRIVATE AND NATIONAL BRAND: A REVIEW AND AGENDA FOR FUTURE RESEARCH

This paper aims at providing review of the related literature in the area of private and national brands. The work revolved around the descriptive characteristics that shape the consumer preference for a particular brand and researcher has tried to investigate the reasons for choice in particular product that of a consumer for private & national brands. Number of research studies that have been carried out in past on the theme were explored for concept mapping. In this theoretical paper efforts were made to highlight and specify the relationship between apparel attributes and brand preferences. The apparel attributes specify various aspects of brand itself. There has been enormous research work done on attributes classified as durability, price, quality, fashionableness etc. On whole some, through review in the related field it was found that apparel attributes are predominantly significant in determining the preference for particular brand.