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EMAC 2026 Spring Conference

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Retail Competition Under Pressure: Branding, Pricing, and Consumer Response
(A2026-133818)

Published: June 5, 2026

AUTHORS

Gokhan Yildirim, Imperial College London; Shuba Srinivasan, Boston University, Questrom School of Business; Lina Altenburg, Erasmus University Rotterdam; KRISTOPHER KELLER; Greta Siracusa, LIUC - Universit� Cattaneo; Lijing wang, Imperial College London

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