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Building Brand Assets: The Role of Trademark Rights.

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Title: Building Brand Assets: The Role of Trademark Rights.
Authors: Krasnikov, Alexander1 (AUTHOR) akrasnikov@luc.edu, Jayachandran, Satish2 (AUTHOR) akrasnikov@luc.edu
Source: Journal of Marketing Research (JMR). Oct2022, Vol. 59 Issue 5, p1059-1082. 24p. 1 Diagram, 6 Charts, 1 Graph.
Database: Business Source Ultimate
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  Data: Building Brand Assets: The Role of Trademark Rights.
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        Value: 10.1177/00222437221097108
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        Text: English
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        PageCount: 24
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              Text: Oct2022
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