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Keywords: Beauty retail
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Journal Articles
Channel-specific impacts of marketing mix on private label brand equity in emerging markets
Available to Purchase
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2026) 20 (4): 1094–1114.
Published: 11 June 2026
... and app quality. Originality/value This research contributes to the literature by investigating the role of extended MM elements on CBBE of PLs in the under-explored context of the beauty retail market, offering empirical insights for PL strategy optimization in multichannel environments...
