Opening the umbrella: the effects of rebranding multiple category-specific private-label brands to one umbrella brand
Kristopher O. Keller, Inge Geyskens, and Marnik G. Dekimpe
| Year of publication: |
2020
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|---|---|
| Authors: | Keller, Kristopher Oliver ; Geyskens, Inge ; Dekimpe, Marnik G. |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 57.2020, 4, p. 677-694
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| Subject: | branding | marketing-mix effectiveness | private labels | retailing | Markenführung | Brand management | Handelsmarke | Store brand | Einzelhandel | Retail trade | Markenartikel | Brand | Marketingmanagement | Marketing management | Markenimage | Brand image | Markenarchitektur | Brand architecture | Produktqualität | Product quality | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243720922853 [DOI] 10.1177%2F0022243720922853 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012271783