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Keywords: Trade marks
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2009) 26 (2): 64–65.
Published: 20 March 2009
... some control over product quality and parody themes. Originality/value The article proposes tactical change for brand owners to further build brand equity. Ross D. Petty can be contacted at: petty@babson.edu © Emerald Group Publishing Limited 2009 Brand equity Trade marks...
