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When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge Cover

When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge

NIM Marketing Intelligence Review
Volume 10 (2018): Issue 1 (May 2018)
By: Chip Walker  
Open Access
|Apr 2018

Authors

DOI: https://doi.org/10.2478/gfkmir-2018-0004 | Journal eISSN: 2628-166X
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Language: English
Page range: 24 - 28
Published on: Apr 20, 2018
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Brand Knowledge,
Brand Risk,
BAV
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2018 Chip Walker, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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