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Dual Branding by National Brand Manufacturers: Drivers and Outcomes.

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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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PubType: Academic Journal
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  Data: Dual Branding by National Brand Manufacturers: Drivers and Outcomes.
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. May2024, Vol. 88 Issue 3, p69-87. 19p.
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        Value: 10.1177/00222429231196575
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      – Code: eng
        Text: English
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        PageCount: 19
        StartPage: 69
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      – TitleFull: Dual Branding by National Brand Manufacturers: Drivers and Outcomes.
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              Text: May2024
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              Y: 2024
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