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Publication
Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand
Journal Contribution - Journal Article
Journal: Journal of Marketing Research
ISSN: 0022-2437
Issue: 4
Volume: 57
Pages: 677 - 694
Publication year:2020
BOF-keylabel:yes
IOF-keylabel:yes
BOF-publication weight:3
CSS-citation score:2
Authors:International
Authors from:Higher Education
Accessibility:Open