Examining purchase intentions of prototypical and me-too brands
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Quintal, V. and Phau, I. 2011. Examining purchase intentions of prototypical and me-too brands, in Erdener Kaynak and Talha Harcar (ed), Twentieth World Business Congress, Jul 3 2011, pp. 316-321. Poznan, Poland: International Management Development Association.
Challenges and Opportunities of Global Business in the New Millennium: Contemporary Issues and Future Trends
School of Marketing