Cued-recall asymmetries : the case of brand names and logos
Year of publication: |
2023
|
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Authors: | Dommer, Sara Loughran ; Parker, Jeffrey |
Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 34.2023, 4, p. 669-684
|
Subject: | Asymmetric cued-recall | Brand name | Counterfeits | Logo | Memory | Markenartikel | Brand | Markenführung | Brand management | Produktpiraterie | Product counterfeiting | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing |
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