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    • Brand linkages: winners, losers and how to measure these 

      Nhedzi, Abyshey; Overton-de Klerk, Nina; Bester, Tim (Department of Communication Science, University of the Free State, 2016)
      Brand owners constantly seek strategies to improve their brand’s popularity. One such strategy is to seek a co-operative relationship with another brand, termed a “brand linkage”. This study represents one of the first ...