Einfluss von Retailer Brands auf das Image von Private Label Brands

Name: Einfluss von Retailer Brands auf das Image von Private Label Brands
Brand: Springer Nature
SKU: 9783658318604
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Springer Nature

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9783658318604

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Eike Jonas Abraham untersucht die Markenarchitektur von Private Label Fashion Brands. Im Detail wird der Frage nachgegangen, ob eine Private Label Fashion Brand vorzugsweise mit oder ohne Bezug zum bergeordneten Hndler erscheinen soll. Durch eine breit angelegte empirische Studie beantwortet der Autor diese Frage und bercksichtigt dabei zum einen Private Label Fashion Brands verschiedener Preisniveaus und zum anderen unterschiedliche Hndlertypen.

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