The main aim of this work is to analyze Premium Private Labels (PPL) in the food sector. To do so, we have obtained data from both on-line and off-line channels, analyzing social networks, specifically Twitter, and from carrying out personal surveys of customers in the sales point to check their opinions about the perceived quality, brand value, and other PPL-related variables. We analyzed a total of 7 Twitter accounts of the main supermarket and hypermarket chains over a year and did 600 customer surveys in points of sale. Among the main results stands out the fact that the perceived quality of the PPL compared with the brand leader varies among the main distributors. There are also significant differences between the brand value of the 3 PP L analyzed. On the other hand, no relation was detected between the income levels and the brand equity of PPL buyers.

这项工作的主要目的是分析食品领域的高级自有品牌（PPL）。为此，我们从在线和离线渠道中获取了数据，分析了社交网络（尤其是Twitter），并通过对销售点的客户进行了个人调查来检查他们对感知质量，品牌价值，以及其他与PPL相关的变量。我们分析了一年中主要超市和大卖场连锁店的7个Twitter帐户，并在销售点进行了600次客户调查。在主要结果中，有一个事实表明，在主要分销商之间，与品牌领导者相比，PPL的感知质量有所不同。所分析的3 PP L的品牌价值之间也存在显着差异。另一方面，