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Keywords: Grey marketing
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Journal Articles
Journal of Product & Brand Management (2007) 16 (4): 247–256.
Published: 24 July 2007
...Hsiu‐Li Chen Purpose The purpose of this study is to investigate the impact of parallel importation on brand equity in high and low product involvement arrangements. Design/methodology/approach A 2 × 2 (authorized goods/gray‐marketed goods)×(high involvement/low involvement) between‐subjects...
