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Keywords: Platform brand
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Journal Articles
Journal of Product & Brand Management (2024) 33 (5): 561–575.
Published: 17 April 2024
...? Private label Store brand Platform brand Retail corporate brand Retail brand Within retailing, the brand concept has been traditionally applied at four levels: the branding of retailers’ own products, stores, retail platforms and their companies (Burt and Davies, 2010 ; Merrilees et al...
Includes: Supplementary data
