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~person:"Baek, Tae Hyun"
~person:"Chiambaretto, Paul"
~subject:"Brand management"
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Brand management
Markenführung
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co-branding
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Baek, Tae Hyun
Chiambaretto, Paul
Baxter, Stacey M.
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Cohen, Justin
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Gurău, Călin
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Industrial marketing management : the international journal for industrial and high-tech firms
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International journal of advertising : the review of marketing communications
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International journal of entrepreneurship and small business
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ECONIS (ZBW)
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David by Goliath : what is co-branding and what is in it for SMEs
Chiambaretto, Paul
;
Gurău, Călin
- In:
International journal of entrepreneurship and small business
31
(
2017
)
1
,
pp. 103-122
Persistent link: https://www.econbiz.de/10011731157
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2
Leveraged brand evaluations in branded entertainment : effects of alliance exclusivity and presentation style
Bang, Hye Jin
;
Choi, Dongwon
;
Baek, Tae Hyun
;
Oh, Sang Do
; …
- In:
International journal of advertising : the review of …
39
(
2020
)
4
,
pp. 466-485
Persistent link: https://www.econbiz.de/10012260229
Saved in:
3
Coopetitive branding : definition, typology, benefits and risks
Chiambaretto, Paul
;
Gurău, Călin
;
Le Roy, Frédéric
- In:
Industrial marketing management : the international …
57
(
2016
),
pp. 86-96
Persistent link: https://www.econbiz.de/10011548679
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