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Investigación en Marketing
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Issue Date
Title
Author(s)
1-Feb-2021
Brand strategy scope and advertising spending: The more the better?
Sellers Rubio, Ricardo
;
Calderón-Martínez, Aurora
18-May-2021
Brand Alliances and Stock Reactions
Mas-Ruiz, Francisco
;
Nicolau, Juan Luis
;
Calderón-Martínez, Aurora
22-Jul-2021
Consumption Threshold at Which Virtue Products Become Vice Products: The Case of Beer
Ruiz-Conde, Enar
;
Mas-Ruiz, Francisco
;
Parreño-Selva, Josefa
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Author
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Calderón-Martínez, Aurora
2
Mas-Ruiz, Francisco
1
Nicolau, Juan Luis
1
Parreño-Selva, Josefa
1
Ruiz-Conde, Enar
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Advertising efficiency
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Brand alliances
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Brands
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Co-branding
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Consumption threshold
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Document type
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Article
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English
Center, unit or service
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Universidad de Alicante. Departam...