The advantage of digital-native brands setting up physical brand stores—and the challenge of preserving online revenue
Credit: Pixabay/CC0 Public Domain Researchers from Erasmus School of Economics at Erasmus University Rotterdam, KU Leuven, Universität zu Lübeck, Christian-Albrechts-Universität zu Kiel, and FoodLabs published a new Journal of Marketing article that investigates the multichannel impact of brand stores by digital-native FMCG brands. The study is titled “Assessing the Multichannel Impact of Brand Store Entry
Zonia Guillemette
October 13, 2023