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Guilty through association: brand association transfer to brand alliance

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James, D. (2007) Guilty through association: brand association transfer to brand alliance. In: Gopalakrishnan, P.S. (ed.) Brand alliances: new models of networking. ICFAI University Press, pp. 41-65. ISBN 9788131408452

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Item Type:Book or Report Section
Refereed:No
Divisions:Henley Business School > Marketing and Reputation
ID Code:22793
Publisher:ICFAI University Press
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