search query: @indexterm grocery trade / total: 36
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| Author: | Laforet, S. Saunders, J. |
| Title: | How brand portfolios have changed: a study of grocery suppliers brands from 1994 to 2004 |
| Journal: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2 p. 39-58 |
| Index terms: | brand names brands consumer goods grocery trade |
| Language: | eng |
| Abstract: | The study examines the changes in brand structures based on a repeat audit of brand portfolios by leading grocery suppliers. The authors find more complexity in the way brand names are used and present an extended typology of brand structures. |
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