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Keywords: Strategic alliances
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2005) 22 (1): 14–24.
Published: 01 January 2005
... and the equity that is carried into a leverage situation is affected by the types of associations made with the brand (Park et al., 1991 ; Keller, 1991 ; Kirmani et al., 1999 ; Bridges et al., 2000). Brands Strategic alliances Brand equity An executive summary...
