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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.
SCIMA record nr: 250967
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