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1. Brands in Bad Company
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Springing from the relatively newco-creation paradigm, this article is based on the fact that consumers have asignificant influence on the brand building process. However consumers cannotbe understood as a sound and compact group of buyers with homogeneous values. LÄS MER
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