Artikel Jurnal
Journal of Marketing
Pengarang:
Dekimpe, Marnik G. - ; Kim, Taewan - ; Lee, Sangwon - ; Sarangee, Kumar R. - ; Cronin Jr., J. Joseph - ; Chun, HaeEun Helen - ; Giebelhausen, Michael - ; Kang, Charles - ; Germann, Frank - ; Jindal, Rupinder P. - ; Ahmed, Sumaiya - ; Keller, Kristopher O. - ; Sinha, Ashish - ; Sridhar, Shrihari - ; Echambadi, Raj - ; Geyskens, Inge - ; Hult, G. Tomas M. - ; Grewal, Rajdeep - ; Mazumdar, Tridib. -
Deskripsi
The authors study the drivers and performance implications of retailers' branding strategies for their premium and economy private-label tiers..Printed Journal