Brand protection actions and their impacts on stock market reactions / Xiaoyun Zheng.
Counterfeiting and brand protection issues are important, but under-investigated in the marketing literature. Much of prior literature on counterfeiting and brand protection so far examine these topics from the consumers' perspective. However, companies and their managers need guidance to understand...
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Language: | English |
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2021.
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Dissertation Note: |
Thesis Ph. D. Michigan State University. Business Administration 2021. |
Physical Description: | 1 online resource (ix, 125 pages) : illustrations |
Format: | Thesis Electronic eBook |
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