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Konzeption und Umsetzung von Markenerweiterungen
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Konzeption und Umsetzung von Markenerweiterungen (2001)Konzeption und Umsetzung von Markenerweit…Management von Markenallianzen (2016)Management von MarkenallianzenLuxusmarkenstrategie (2004)LuxusmarkenstrategieThe Idea of Luxury (1994)Journal of economic psychology (1995)Advances in Consumer Research (2025)Judgment under Uncertainty: Heuristics and Biases (1974)Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)
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  • 2016Management von Markenallianzen12 cited
  • 2004Luxusmarkenstrategie12 cited

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