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Analyse und Gestaltung komplexer Markenarchitekturen
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Analyse und Gestaltung komplexer Markenarchitekturen (2001)Analyse und Gestaltung komplexer Markenar…Management von Markenallianzen (2016)Management von MarkenallianzenJudgment under Uncertainty: Heuristics and Biases (1974)Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Advances in Consumer Research (2025)
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