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Dual branding: how corporate names add value

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2020When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability28 cited
2017Corporate brands as brand allies23 cited
2016Emigration and imperial business: the New Zealand Company brand 1839-184120 cited
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2016Brand architecture shift and corporate brand equity: an exploratory study13 cited
2015Perceived brand portfolios: how individual views hamper efficiency

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11 cited

2015Celebrity endorsements and branding strategies: event study from India11 cited