Open UTDAcademic Journal Reviews
10.1509/jmkr.47.6.1011
ArticleJournal of Marketing Research

What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels?

Jan-Benedict E.M. SteenkampHarald J. Van HeerdeInge Geyskens
2010Volume 47 · Issue 6pp. 1011-1024
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