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Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
by
Swaminathan, Vanitha
,
Sorescu, Alina
,
Steenkamp, Jan-Benedict E.M.
,
O’Guinn
,
Thomas Clayton Gibson
,
Schmitt, Bernd
Published in
Journal of marketing
(01.03.2020)
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business
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brand equity
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brand management
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branding
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brands
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