Efanny, Wita; Haryanto, Jony; Kashif, Muhammad; … - In: IMP Journal 12 (2018) 1, pp. 192-208
Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a...