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~subject:"Consumer behaviour"
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Consumer behaviour
Multinationales Unternehmen
10
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Ausländische Tochtergesellschaft
7
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7
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innovation
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Advertising
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Business network
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Co-branding
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Dual embeddedness
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Familienunternehmen
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Fit between cause and brand
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Purchase intention
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Role evolution
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Huertas-García, Rubén
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Consolación-Segura, Carolina
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Kangarlou, Behnoush
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Lengler, Jorge
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Pahlevan, Sara
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Advances in National Brand and Private Label Marketing : 11th International Conference, Oxford, UK, 2024
1
The journal of product & brand management
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ECONIS (ZBW)
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Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén
;
Lengler, Jorge
; …
- In:
The journal of product & brand management
26
(
2017
)
2
,
pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
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2
Is it fun to buy fake products in street vending? : the moderating effect of the predisposition to make rational decision
Pahlevan, Sara
;
Huertas-García, Rubén
;
Kangarlou, Behnoush
- In:
Advances in National Brand and Private Label Marketing …
,
(pp. 60-68)
.
2024
Persistent link: https://www.econbiz.de/10015077060
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