The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Nove de Julho
2014-12-01
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| Series: | REMark: Revista Brasileira de Marketing |
| Subjects: | |
| Online Access: | http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2803 |