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Keywords: Valence of experience
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (5-6): 964–986.
Published: 24 May 2013
... Alliance competence Brand alliances Valence of experience Joint ventures When it comes to leveraging the firm's brand assets using brand alliances, executives might be tempted to believe that any experience will help the firm develop competency in the area. A reading of the strategic alliance...
