Cartoon-like drawing of cereal boxes and a bowl and spoon with cereal

Are store brands just as good?

When Woochoel Shin was a graduate student with a tight budget, he purchased store brands over name-brand products. He’s now the JCPenney Professor of Marketing in the Warrington College of Business, but Shin continues to purchase store brand products after his research findings show that their quality is often comparable to their brand-name counterparts.

Read more on Shin’s research in UF’s article, “Are store brands just as good? An expert weighs in.”