A tale of two brands : the joint effect of manufacturer brand and retailer brand on consumers' evaluation of products /

Bibliographic Details

Main Author:	Zhu, Ying
Other Authors:	Chen, Allan (Thesis advisor), Sorescu, Alina (Thesis advisor)
Format:	Thesis eBook
Language:	English
Published:	[College Station, Tex.] : [Texas A&M University], [2012]
Subjects:	Major Marketing. Product evaluation Manufacturer brand Branding Brand reputation Prospect theory Reference point Retailer brand
Online Access:	Link to OAK Trust copy