Academic Thesis
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Basic information
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| Name | KAMIYA Wataru |
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| researchmap researcher code | 7000017956 |
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CO-BRANDING BETWEEN PRIVATE LABELS AND NATIONAL BRANDS: DOES A CO-BRANDING STRATEGY IMPROVE CONSUMERS’ ATTITUDES TOWARD PRIVATE LABELS IN JAPAN?
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Sole Author
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Wataru Kamiya
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This study examines whether co-branded PLs are influenced by their constituent NBs and by the familiarity of constituent brands in the case of Japanese co-branded PLs. This study also examines whether a spillover effect exists for constituent brands.
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2018 Global Marketing Conference at Tokyo Proceedings
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Global Alliance of Marketing & Management Associations
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1559
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1562
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2018/07
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Exist
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Not exist
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English
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Research papers (proceedings of international meetings)
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International
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1976-8699
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1976-8699
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https://doi.org/10.15444/GMC2018.13.07.01
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Url
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