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Keywords: Integrative branding
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Journal Articles
Journal of Product & Brand Management (2019) 28 (6): 707–719.
Published: 13 February 2019
... integrative branding concepts, leading to novel strategies to address the issue. There is a spectrum of activities that comprise product counterfeiting and related fraudulent behaviors. Many authors accept definitions similar to Cordell, Wongtada, and Kieschnick (1996) who state that counterfeiting...
