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

• Bart J. Bronnenberg

  Bart J. Bronnenberg

  CentER and Center for Economic and Policy Research, Tilburg University, 5037 AB Tilburg, Netherlands;

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• Jean-Pierre Dubé

  Corresponding Author

  Jean-Pierre Dubé

  https://orcid.org/0000-0002-6488-9158

  Booth School of Business and National Bureau of Economic Research, University of Chicago, Chicago, Illinois 60637;

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• Robert E. Sanders

  Robert E. Sanders

  https://orcid.org/0000-0001-5691-7238

  Rady School of Management, University of California San Diego, La Jolla, California 92093

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