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Brand valuation by price premium: Theoretical explanation and practical application using conjoint analysis
ArticleAbstract: One of the accepted methodologies for brand valuation associates the value of the brand with the priPalabras claves:Brand valuation, Conjoint analysis, Price premiumAutores:Katia Rodriguez, Washington MacíasFuentes:googlescopusTrademark dilution analysis: A parody to El Chavo del 8
ArticleAbstract: This study was conducted to determine whether a parody of the television series El Chavo del 8 causePalabras claves:Dilution by tarnishment, El Chavo del 8, ETHNOCENTRISM, Natural experimentsAutores:Gerardo Balcázar Ordoñez, Washington MacíasFuentes:scopusUnauthorized use of famous brands and its impact on brand equity dimensions
ArticleAbstract: The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brPalabras claves:consumer-based brand equity, familiarity, similarity, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopus