Investing in Brand Integrity

Andrew Wileman and Michael Jary

Chapter 11 in Retail Power Plays: From Trading to Brand Leadership, 1997, pp 168-175 from Palgrave Macmillan

Abstract: Abstract The title of this chapter may sound rather odd. How can a business invest in brand integrity?

Keywords: Brand Loyalty; Producer Brand; Store Brand; Ticket Price; Price Perception (search for similar items in EconPapers)
Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14378-8_12

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DOI: 10.1007/978-1-349-14378-8_12

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