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1. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology
Kandidat-uppsats, Jönköping University/IHH, FöretagsekonomiSammanfattning : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. LÄS MER
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