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| Tekijä: | Wiedmann, K-P. Ludewig, D. |
| Otsikko: | How risky are brand licensing strategies in view of customer perceptions and reactions? |
| Lehti: | Journal of General Management
2008 : SPRING, VOL. 33:3, p. 31-52 |
| Asiasana: | relationship marketing consumer behaviour brand choice brand names licensing strategy |
| Kieli: | eng |
| Tiivistelmä: | By analysing the effects of prior brand licensing (hereafter as: b-l.) knowledge on customer brand evaluation (her as: eval.) and product eval., this paper presents the first empirical study on specific effects of b-l. There is shown no major evidence of specific b-l. effects as to ordinary cases. More risks might be associated in specific b-l. cases, which are also briefly discussed. |
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