To link or not to link - Which type of retailer brand should use a linked PL branding strategy?

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

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

Original languageGerman (Austria)
Title of host publicationEMAC Annual Conference 2023 – University of Southern Denmark
Publication statusPublished - 24 May 2023

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