TY  - JOUR 
AU  - Ma, Yu
AU  - Ailawadi, Kusum L.
AU  - Martos Partal, María Mercedes
AU  - González Benito, Óscar
PY  - 2024
SN  - 1547-7185
SN  - 0022-2429
UR  - http://hdl.handle.net/10366/163935
AB  - [EN] This article is the first generalizable empirical analysis of dual branding, that is, the supply of private labels (PLs) by national brand (NB) manufacturers. The authors compile a unique data set combining the identity of PL suppliers in over...
LA  - eng
PB  - American Marketing Association
KW  - Private label
KW  - Private label supply
KW  - Dual branding
KW  - National brands
KW  - Distribution depth
TI  - Dual Branding by National Brand Manufacturers: Drivers and Outcomes
DO  - 10.1177/0022242923119657
T2  - Journal of Marketing
VL  - 88
M2  - 69
ER  -