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Showing 1 to 1 of 1 for “"Sub-branding"”.
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To buy or not to buy? : how price-conscious store brand users respond to upward sub-branding
Sub-branding is a marketing strategy in which a firm markets a sub-brand under the overall umbrella of the main brand or company name to leverage its brand equity. It seems appealing particularly when most corporations got stuck in bottlenecks in the latest economic downturn (Aaker and Keller …