Burning the candle at both ends : how to balance potential profitability and brand protection when licensing brands
Year of publication: |
2023
|
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Authors: | Meschnig, Annika ; Decker, Carolin ; Dubiel, Anna |
Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 57.2023, 9, p. 2407-2431
|
Subject: | Brand licensing | Distribution risk | Opportunism | Profitability | Quality risk | Trade-off | Vignette study | Markenführung | Brand management | Lizenz | Licence | Markenartikel | Brand | Markenimage | Brand image |
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