Chou, Hsuan-Yi; Wang, Tuan-Yu - In: European Journal of Marketing 51 (2017) 4, pp. 795-820
Purpose The purpose of this paper is to investigate the effects of brand strategies and spokesperson expertise on … findings are useful for hypermarkets seeking to implement brand strategies and select spokespersons for private-label products … product-related information. Originality/value This study contrasts two common hypermarket brand strategies, identifies the …