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Conference Proceedings (2006), ANZMAC. Advancing Theory, Maintaining Relevance, QUT (Queensland University of Technology)

Store Brands and Overall Store Price Image

COUTELLE P., DESMET Pierre

Statistical analysis of an intersubjects experimental design shows that increasing the number of store brands versus national brands on a flyer can increase the low price dimension of the overall store pric image

COUTELLE, P. and DESMET, P. (2006). Store Brands and Overall Store Price Image. In: ANZMAC. Advancing Theory, Maintaining Relevance. QUT (Queensland University of Technology).

Keywords : #Communication, #Distribution, #Expérimentation, #Image-prix-magasin, #Marques-de-distributeurs, #Prospectus