The owner's edge: Brand ownership influences causal maps
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- Tóth, Zsófia & Thiesbrummel, Christoph & Henneberg, Stephan C. & Naudé, Peter, 2015. "Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA," Journal of Business Research, Elsevier, vol. 68(3), pages 723-734.
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Keywords
Brand maps Cognitive structure Expertise Ownership Snowboards;Statistics
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