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~isPartOf:"The journal of brand management : an international journal"
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The journal of brand management : an international journal
NBER working paper series
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Working paper / National Bureau of Economic Research, Inc.
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Case studies on MNCs in China ; Vol. 1
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McCafe : the McDonald's co-branding experience
Wright, Owen
;
Frazer, Lorrelle
;
Merrilees, Bill
- In:
The journal of brand management : an international journal
14
(
2006/07
)
6
,
pp. 442-457
Persistent link: https://www.econbiz.de/10003509037
Saved in:
2
Capturing the essence of a corporate brand personality : a Western brand in Eastern Europe
Rekom, Johan van
;
Jacobs, Gabriele
;
Verlegh, Peeter W. J.
; …
- In:
The journal of brand management : an international journal
14
(
2006/07
)
1/2
,
pp. 114-124
Persistent link: https://www.econbiz.de/10003458920
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