Browsing by Author "Sinapuelas, I. C."
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Effects of multitier private labels on marketing national brands
Akçura, Munir Tolga; Sinapuelas, I. C.; Wang, H. M. D. (Emerald Publishing Limited, 2019)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 ...
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