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| Author: | Motion, J. Leitch, S. Brodie, R. J. |
| Title: | Equity in corporate co-branding: the case of Adidas and the All Blacks |
| Journal: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 1080-1094 |
| Index terms: | Brands Brand valuation Sponsorship |
| Language: | eng |
| Abstract: | Corporate co-branding is analyzed within the context of a case study of the sponsorhip relationship between adidas and the New Zealand Rugby Union. |
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