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Witmaier, Alexander (2018): Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution. Summer AMA Conference 2017, San Francisco, California, USA, 4 – 6 August 2017. Haws, Kelly L.; Houston, Mark B. and Noble, Charles H. (eds.) : In: Summer AMA Conference 2017. Innovation & Sustainability in Marketing, B3

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