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

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

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 proceedings › Conference contribution › peer-review

Original language	English
Title of host publication	2023 AMA Summer Academic Conference : A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem
Editors	American Marketing Association
Place of Publication	USA
ISBN (Electronic)	978-0-87757-017-2
Publication status	Published - 6 Aug 2023

Cite this

@inproceedings{eb184089fa624cd19154badfdff214ae,

title = "PL brand architecture - Should retailers link PL brands with their corporate brand?",

author = "Christopher Korntner-Kanitz and Michael Schade and Eike Abraham and Christoph Burmann",

year = "2023",

month = aug,

day = "6",

language = "English",

isbn = "978-0-87757-017-2",

editor = "{American Marketing Association}",

booktitle = "2023 AMA Summer Academic Conference : A World Disrupted: Marketing{\textquoteright}s Role in Understanding, Adapting and Transforming the Business Ecosystem",

}

PL brand architecture - Should retailers link PL brands with their corporate brand? / Korntner-Kanitz, Christopher; Schade, Michael; Abraham, Eike et al.
2023 AMA Summer Academic Conference : A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem. ed. / American Marketing Association. USA, 2023.

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review