Dual Branding by National Brand Manufacturers: Drivers and Outcomes

  1. Ma, Y.
  2. Ailawadi, K.L.
  3. Martos-Partal, M.
  4. González-Benito, Ó.
Journal:
Journal of Marketing

ISSN: 1547-7185,  0022-2429

Year of publication: 2024

Volume: 88

Issue: 3

Pages: 69-87

Type: Article

DOI: 10.1177/00222429231196575 GOOGLE SCHOLAR lock_openOpen access editor
Data source: Scopus