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Keywords: Intangible
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Journal Articles
South Asian Journal of Business Studies (2025) 14 (4): 539–554.
Published: 04 August 2025
... decision-making, yet these approaches remain poorly understood. Design/methodology/approach The study designed and conducted four experiments. Each experiment had three firms with brands as the intangible asset: Firm 1 with an internally generated brand, Firm 2 with an acquired brand and Firm 3...
