Does a manufacturer matter in co-branding? : the influence of a manufacturer brand on sport team licensed apparel
Year of publication: |
2008
|
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Authors: | Kwon, Harry H. ; Kim, Hongbum ; Mondello, Michael |
Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 17.2008, 3, p. 163-172
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Subject: | Sportartikelbranche | Sporting goods industry | Markenführung | Brand management | Unternehmenskooperation | Inter-firm cooperation | Lizenz | Licence |
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