Deleersnyder, Barbara; Dekimpe, Marnik G.; Steenkamp, … - 2005
brands. In this study, we determine what
factors drive national-brand success at discount stores, and lead to positive … attractive national brands. In this study, we determine what
factors drive national-brand success at discount stores, and lead … growing success is a major source of concern
to national-brand manufacturers. First, their continued growth puts increasing …