Brand Spillover as a Marketing Strategy
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DOI: 10.1287/mnsc.2021.4165
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- Cao, Yifan & Li, Qingying & Shen, Bin & Wang, Yulan, 2023. "Buyer collaboration in managing supplier responsibility with ESG due diligence effort spillover and fairness concerns," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
- Yu, Dongdong & Luo, Chunlin & Xu, Jie & Ng, C.T., 2024. "To share or not to share: Strategic information sharing with store brand encroachment in platform markets," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 189(C).
- Cao, Kaiying & Xu, Yuqiu & Hua, Ye & Choi, Tsan-Ming, 2023. "Supplier or co-optor: Optimal channel and logistics selection problems on retail platforms," European Journal of Operational Research, Elsevier, vol. 311(3), pages 971-988.
- Tong, Yang & Xiao, Tiaojun, 2024. "National or third-party manufacturer? Sourcing strategy of a dominant platform: Signaling game's perspective," Omega, Elsevier, vol. 124(C).
- Huang, Song & Gao, Yuqing & Wang, Yun, 2023. "Supply chain channel structure with online platform and dual-purpose firms," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
- Hou, Pengwen & Zhao, Yaru & Li, Yating, 2023. "Strategic analysis of supplier integration and encroachment in an outsourcing supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 177(C).
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Keywords
brand spillover; marketing strategy; brand attractiveness; sourcing strategy;All these keywords.
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