Dual branding by national brand manufacturers : drivers and outcomes
Year of publication: |
2024
|
---|---|
Authors: | Ma, Yu ; Ailawadi, Kusum L. ; Martos-Partal, Mercedes ; González-Benito, Óscar |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 88.2024, 3, p. 69-87
|
Subject: | private label | private label supply | dual branding | national brands | distribution depth | Markenführung | Brand management | Handelsmarke | Store brand | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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