Haipeng Chen

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A Tale of Two Brands: The Joint Effect of Manufacturer and Retailer Brands on Consumers’ Product Evaluation

Journal of Brand Management, Vol. 24, Issue 3, 2017
Number of pages: 23 Posted: 24 Apr 2018
Haipeng Chen
affiliation not provided to SSRN
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Abstract:

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branding, manufacturer brand, retailer brand, product evaluation, prospect theory, reference point, gains and losses, priming