Copycat branding : the importance of trust, brand familiarity, and brand sensitivity in the brand leaders´ fight against copycats.

Gunesch, C. (2014) Copycat branding : the importance of trust, brand familiarity, and brand sensitivity in the brand leaders´ fight against copycats.

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Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/66048
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