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Research papers

Brands, be yourself!

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.In some low involvement categories, retailer...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Driss Farissi
Company: Procter & Gamble
April 19, 2005
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Citation

Farissi, D. (2005a, April 19). Brands, be yourself!. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/brands-be-yourself-