PL brand architecture - Should retailers link PL brands with their corporate brand?

Christopher Korntner-Kanitz, Michael Schade, Eike Abraham, Christoph Burmann

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

Original languageEnglish
Title of host publication2023 AMA Summer Academic Conference : A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem
EditorsAmerican Marketing Association
Place of PublicationUSA
ISBN (Electronic)978-0-87757-017-2
Publication statusPublished - 6 Aug 2023

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