Alpert, Frank; Kamins, Michael; Sakano, Tomoaki; Onzo, Naoto - In: International Marketing Review 18 (2001) 2, pp. 160-187
brand advantage with retailers developed in the USA was tested in Japan, as a replication and cross‐cultural extension. This … differences in pioneer brand advantage with retailers between Japan and the USA are discussed. Results from a survey of buyers … from Japan’s largest supermarket chains suggest that pioneer brand advantage is about as strong for them as for their US …