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Keywords: Consumer loyalty
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Journal Articles
The fringe or national brand manufacturer? An analysis of private label sourcing strategy
Available to Purchase
Journal of Business & Industrial Marketing (2022) 37 (4): 810–822.
Published: 09 August 2021
... Emerald Publishing Limited Licensed re-use rights only Private label Sourcing strategy Consumer loyalty Supply chain Game theory Private labels (PLs), owned or controlled by retailers, have flowed into a wide range of categories and continue to expand especially in the mass channel. PL...
