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How do consumers perceive old brands? Measurement and consequences of brand oldness associations
Huaman-Ramirez, Richard, Maaninou, Nada, Merunka, Dwight, Cova, VéroniqueVolume:
ahead-of-p
Journal:
European Business Review
DOI:
10.1108/EBR-05-2020-0110
Date:
November, 2020
File:
PDF, 635 KB
2020