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~subject:"Familienmarkenstrategie"
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Familienmarkenstrategie
Umbrella branding
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umbrella branding
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experience goods
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signaling
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Gründl, Helmut
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Hildebrandt, Lutz
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Silberhorn, Nadja
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Four essays on modeling brand choice and brand loyalty
Silberhorn, Nadja
-
2010
success of an
umbrella
branding
strategy using household panel data. Signaling theory provides a framework for the underlying …
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