Edited by Subhash C. Jain
Chapter 14: Global Brands: Does Familiarity Breed Contempt?
14. Global brands: does familiarity breed contempt? Johny K. Johansson and Ilkka A. Ronkainen INTRODUCTION The recent recognition of strong brand names as a key competitive asset has led to increased emphasis on the management of a ﬁrm’s top brand...
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