Vaidyanathan, RajivBrown, Mark G2024-08-092024-08-091996https://hdl.handle.net/11299/264777The year given (1996) is an estimate.Can using a national brand ingredient benefit a private brand without hurting the national brand? An experiment showed that a private brand with a name brand ingredient was perceived more positively. However, the national brand was not diminished by the association with the private brand. Implications and future research directions are discussed.enBureau of Business and Economic ResearchUniversity of Minnesota DuluthWorking Paper