Unbranding: threat to brands, opportunity for generics and store brands
Year of publication: |
2013
|
---|---|
Authors: | Mayer, Peter ; Vambery, Robert G. |
Published in: |
Journal of Consumer Marketing. - Emerald Group Publishing Limited, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 30.2013, 2, p. 140-149
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Unbranding | Brand values | Generics | Store brands | Price‐to‐value | Differentiation | Brand identity |
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