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Research article

First published 2008-3

Launching a Fighter Brand to Cushion Patent Expiry: The Case of Zocor

Christina Raasch

Journal of Medical Marketing: Device,Diagnostic and Pharmaceutical Marketing

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Research article

First published 2024

Maledia Broadcasting: Getting Ready to Go on Air

Keyoor Purani, Priya Premi, Joffi Thomas

Asian Journal of Management Cases

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Research article

First published 2024-9

The launch of a local spice brand: Fortune at the Bottom of the Pyramid

Faheem Bukhari, Saima Hussain, Muhammad Zaki Rashidi [...]

Asian Journal of Management Cases

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Research article

First published 1999-7

Perceived Value Addition for Branded Items Launched in Commodity Markets

V. Sanal Kumar

Vision: The Journal of Business Perspective

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Research article

First published 2016

Exploring the past Behaviour of New Brand Buyers

Arry Tanusondjaja, Giang Trinh, Jenni Romaniuk

International Journal of Market Research

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Research article

First published 2005-5

Brand Counterextensions: The Impact of Brand Extension Success versus Failure

Piyush Kumar

Journal of Marketing Research

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Research article

First published 2021-9

Haleeb: Rejuvenating the Market Leader of the Past

Umair Usman, Rohail Ashraf, Muhammad Asif Khan

Asian Journal of Management Cases

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Other

First published 2009-7

The Branding of Chhokra

Zillur Rahman

Vision: The Journal of Business Perspective

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Research article

First published 2022-11

Ageism Kills Brands

Zachary William Anesbury, Steven Bellman, Carl Driesener [...]

Australasian Marketing Journal

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Research article

First published 2019-2

Branded Apps and Their Impact on Firm Value: A Design Perspective

D. Eric Boyd, P. K. Kannan, Rebecca J. Slotegraaf

Journal of Marketing Research

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