Burning the candle at both ends: how to balance potential profitability and brand protection when licensing brands

Autor:	Meschnig, Annika, Decker-Lange, Carolin, Dubiel, Anna
Zdroj:	European Journal of Marketing, 2023, Vol. 57, Issue 9, pp. 2407-2431.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/EJM-01-2021-0016 Zobrazit plný text záznamu