Evaluating the financial impact of branding using trademarks : a framework and empirical evidence
Year of publication: |
2009
|
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Authors: | Krasnikov, Alexander ; Mishra, Saurabh ; Orozco, David |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 73.2009, 6, p. 154-166
|
Subject: | Markenführung | Brand management | Markenrecht | Trademark law | Performance-Messung | Performance measurement |
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