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Brand as Promise |
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| Authors: | Bhargava Vikram R Bedi Suneal |
| Institution: | 1.Department of Management and Entrepreneurship, Leavey School of Business, Santa Clara University, 500 El Camino Real, Santa Clara, CA, 95053, USA ;2.Department of Business Law & Ethics, Kelley School of Business, Indiana University, 1309 E. 10th Street, Bloomington, IN, 47405, USA ; |
| Abstract: | Journal of Business Ethics - Brands are widely regarded as a constellation of shared associations surrounding a company and its offerings. On the traditional view of brands, these associations are... |
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| 本文献已被 SpringerLink 等数据库收录！ | |