Manzur, Enrique; Olavarrieta, Sergio; Hidalgo, Pedro; … - In: Journal of Business Research 64 (2011) 3, pp. 286-291
Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different...