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Wirkung von Private Label Brands auf Retailer Brands

Wirkung von Private Label Brands auf Retailer Brands

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658182595
Condition
New
Product Description

Florian Horstmann baut ein Modell auf, das die Profilierungsfhigkeit von Private Label Brands fr Retailer Brands untersucht. Durch die Analyse verschiedener Private Label Brand Typen und unterschiedlicher Formen der Markenarchitekturstrategie werden Differenzen der Wirkung von Private Label Brands auf Retailer Brands innerhalb einer breit angelegten empirischen Untersuchung bercksichtigt. Der Autor zeigt auf Basis der empirischen Ergebnisse, wie Private Label Brands zielgerichtet zur Profilierung von Retailer Brands eingesetzt werden knnen.

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