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December 1, 2000Journal of Consumer Marketing

Co‐branding: brand equity and trial effects

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Authors

JWJudith H. WashburnSouthern Illinois University EdwardsvilleBTBrian D. TillMarquette UniversityRPRandi PriluckPace University

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Washburn et al. (2000) studied this question.

synapsesocial.com/papers/6a1d760d266863fda62f5019https://doi.org/10.1108/07363760010357796
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