How ricky are brand licensing strategies in view of customer perceptions and reactions?
| Year of publication: |
2008
|
|---|---|
| Authors: | Wiedmann, Klaus-Peter ; Ludewig, Dirk |
| Published in: |
Journal of general management. - Henley-on-Thames : The Braybrooke Press, ISSN 0306-3070, ZDB-ID 188363x. - Vol. 33.2008, 3, p. 31-52
|