Brands as Beacons: A New Source of Loyalty to Multiproduct Firms
Year of publication: |
2004
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Authors: | Anand, Bharat N. ; Shachar, Ron |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 41.2004, 2, p. 135-150
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