Brand as credible commitment in embedded licensing: a transaction cost perspective
| Year of publication: |
2012
|
|---|---|
| Authors: | Jiang, Marshall S. ; Menguc, Bulent |
| Published in: |
International marketing review. - Bradford : Emerald, ISSN 0265-1335, ZDB-ID 8597674. - Vol. 29.2012, 2 (20.4.), p. 134-151
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