The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity

Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming...

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Bibliographic Details
Main Authors: Lívia Rufino Bambuy, Josmar Andrade, Miguel Angelo Hemzo
Format: Article
Language:Portuguese
Published: Universidade Nove de Julho 2014-12-01
Series:REMark: Revista Brasileira de Marketing
Subjects:
Online Access:http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2803