Brand name substitution and brand equity transfer
The journal of product & brand management, , Vol.21 (2), p.117-125 [Peer Reviewed Journal]Emerald Group Publishing Limited ;Copyright Emerald Group Publishing Limited 2012 ;Distributed under a Creative Commons Attribution 4.0 International License ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/10610421211215562
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