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Keywords: Customer-based brand equity
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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
...Daria Gorshkova; Sergey Starov; Ioannis Christodoulou; Michael Christofi; Trang Phan Purpose This study aims to investigate the contrasting effects of marketing mix ( MM ) elements on customer-based brand equity ( CBBE ) for private-label ( PL ) personal care products across online and offline...
