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Dual Branding by National Brand Manufacturers: Drivers and Outcomes.

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Bibliographic Details
Title: Dual Branding by National Brand Manufacturers: Drivers and Outcomes.
Authors: Ma, Yu (AUTHOR) yu.ma@mcgill.ca, Ailawadi, Kusum L. (AUTHOR), Martos-Partal, Mercedes (AUTHOR), González-Benito, Óscar (AUTHOR)
Source: Journal of Marketing. May2024, Vol. 88 Issue 3, p69-87. 19p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429231196575