@inbook{publication-15576, address={Cham}, author={Reimann, Olivier and Wagner, Udo}, booktitle={Advances in National Brand and Private Label Marketing}, doi={10.1007/978-3-319-39946-1_11}, editor={Martínez-López, Francisco J and Gázquez-Abad, Juan Carlos and Gijsbrecht, Els}, isbn={978-3-319-39945-4}, number=80, pages={91-94}, publisher={Springer International Publishing}, series={Springer Proceedings in Business and Economics}, title={The Potential of Co-branding as a Branding Strategy for Premium Private Labels: A Theoretical Assessment}, year=2016, }