Sublime

trustworthy, reliable and good quality.

friendly, fun, down-to-earth, masculine, charming, sporty or intelligent.

most category buyers use multiple CEPs to enter the category.

Lack of category buyer motivation

useful

Over buying occasions, rarely do buyers enter a category via only one context.

different naming protocols that influence whether category buyers transfer the retailer image to the PL (retailer co-branded like Sainsbury/Sainsbury Taste the Difference or…

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