Muzellec, Laurent; Lynn, Theodore; Lambkin, Mary - In: European Journal of Marketing 46 (2012) 6, pp. 811-826
of protobrands and reverse product placement and explores some of the managerial and academic implications. Design … acquire legal protection) or through reverse product placement and the launch of the physical embodiment of the protobrand in … reverse product placement phenomenon may result in academics and practitioners to revise the traditional models of building …
