Using topdog versus underdog brand biography in advertising: Effects of similarity and consumption decision of non-deceptive counterfeits
Author:
Affiliation:
1. The Business School, University of Jammu, Jammu, India
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2020.1777579
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1. Cost‐Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies
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