Supplemental Material, jmr.17.0291-File002 - Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand

Keller, Kristopher O.; Geyskens, Inge; Dekimpe, Marnik G.

doi:10.25384/SAGE.12311081.v1

jmr.17.0291-File002.docx (74.17 kB)

Supplemental Material, jmr.17.0291-File002 - Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand

journal contribution

posted on 2020-05-15, 12:11 authored by Kristopher O. Keller, Inge Geyskens, Marnik G. Dekimpe

Supplemental Material, jmr.17.0291-File002 for Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand by Kristopher O. Keller, Inge Geyskens and Marnik G. Dekimpe in Journal of Marketing Research