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Alliance brands: Building corporate brands through strategic alliances?He, Hong-Wei ; Balmer, John M TThe journal of brand management, 2006-04, Vol.13 (4-5), p.242-256 [Periódico revisado por pares]London: Palgrave MacmillanTexto completo disponível |
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Communicating brands through engagement with ‘lived’ experiencesWhelan, Susan ; Wohlfeil, MarkusThe journal of brand management, 2006-04, Vol.13 (4-5), p.313-329 [Periódico revisado por pares]London: Palgrave MacmillanTexto completo disponível |