Consumer Empowerment

Consumer Empowerment

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(Leuthesser et al., 2003; Motion et al., 2003; Blackett and Boad, 1999). ... life which may cause a problem with brand consistency in relation to corporate brand management (Aaker, 1996; Keller, 2003). ... Internal partner association External partner association Toyota Corolla Gillette Mach 3 BOSS and BMW Tefal and Le anbsp;...

Title:Consumer Empowerment
Author: Len Tiu Wright
Publisher:Emerald Group Publishing - 2006

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