Brand verbs: brand synonymity and brand leadership
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DOI: 10.1057/s41262-018-0115-3
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- Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
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Keywords
Brand verbs; Brand synonymity; Prototypicality; Word of mouth; Speech-act verbs; Consumer-perceived brand leadership;All these keywords.
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