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It's no longer mine : the role of brand ownership and advertising in cross-border brand acquisitions
Chang, Hua; Kwak, Hyokjin; Puzakova, Marina; Park, Jisoo; … - In: International journal of advertising : the quarterly … 34 (2015) 4, pp. 593-620
Persistent link: https://www.econbiz.de/10011547666
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Using brand alliances with artists to expand retail brand personality
Kim, Pielah; Vaidyanathan, Rajiv; Chang, Hua; Stoel, Leslie - In: Journal of business research : JBR 85 (2018), pp. 424-433
Persistent link: https://www.econbiz.de/10011815595
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How counterfeit dominance affects luxury fashion brand owners' perceptions : a cross-cultural examination
Song, Lei; Meng, Yan; Chang, Hua; Li, Wenjing; Tan, Kang - In: Journal of business research : JBR 130 (2021), pp. 1-13
Persistent link: https://www.econbiz.de/10012544757
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When does customization improve brand attitude?
Kim, Pielah; Chang, Hua; Vaidyanathan, Rajiv; Stoel, Leslie - In: The journal of product & brand management 32 (2023) 8, pp. 1233-1247
Persistent link: https://www.econbiz.de/10014485563