Marketing and the Law: Seeking Exclusivity Over a Brand Naming System? The McDonald's Experience
| Year of publication: |
2006
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|---|---|
| Authors: | Leong, Susanna H.S. ; Lwin, May O. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 11878654. - Vol. 34.2006, 1, p. 84
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