International Composite Branding Alliances: An Empirical Assessment of the Complementarity and Fitness Effects, and Brand Attribute Transferability (국제 복합상표 제휴전략: 상표간 보완성, 적합성 및 상표속성 전이성에 관한 실증연구)
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- Journal of Global Scholars of Marketing Science
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- v.13
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- pp.89-111
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- 2004