The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries
Year of publication: |
2012
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Authors: | Melnyk, Valentyna ; Klein, Kristina ; Völckner, Franziska |
Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 76.2012, 6, p. 21-38
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