Abstract
The subject of the contribution is the analysis of the private label from the point of view of the consumers and also the identification of the interactions that occur between these subjects in connection with the rejection of the private label by the consumers. By using the available domestic and foreign literature as well as own research, the contribution creates a comprehensive picture of the private brand in the context of consumers and also its influence on their purchase decision. The aim is to identify the attributes of consumers' decision to reject a private label and to provide suggestions for improving business strategies in the management of private labels in the food segment.
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