Building Brand Assets: The Role of Trademark Rights.
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| Title: | Building Brand Assets: The Role of Trademark Rights. |
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| 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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