Effects of multitier private labels on marketing national brands
Purpose: This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer’s marketing mix decisions toward national brands (NBs). Design/methodology/approach: Using a comprehensive store-level data set covering 52 categories and 130 stores of...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |