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Keywords: Reference group influence
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Journal Articles
Public‐private collaborations: branded public services?
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (7-8): 994–1012.
Published: 20 July 2012
...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; Francisco Guzmán; Vicenta Sierra Purpose The objective of this article is to understand how to optimize partnerships between the public and business sectors. It aims to use a reference group influence model to help identify which kinds of public...
