Alpert, Frank; Kamins, Michael; Sakano, Tomoaki; Onzo, Naoto - In: International Marketing Review 18 (2001) 2, pp. 160-187
One potential source of pioneer brand advantage is retail buyers’ preference for pioneer brands. A model of pioneer brand advantage with retailers developed in the USA was tested in Japan, as a replication and cross‐cultural extension. This provides the first empirical study of Japanese...
