The impact of copycat packaging strategies on the adoption of private labels
Year of publication: |
2015
|
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Authors: | Vale, Rita Coelho do ; Matos, Pedro Verga |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 24.2015, 6, p. 646-659
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Subject: | Copycat | Package similarity | Packaging strategies | Private label choice | Handelsmarke | Store brand | Verpackung | Packaging | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
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