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Why white boxes and gray markets may give brand managers the communications blues: Implications for computer brand equity and brand communication

Eagle, Lynne; Bulmer, S.; Blair, R.

Authors

Lynne Eagle

S. Bulmer

R. Blair



Contributors

Ioanna Papaslomou
Editor

Citation

Eagle, L., Bulmer, S., & Blair, R. (2005). Why white boxes and gray markets may give brand managers the communications blues: Implications for computer brand equity and brand communication. In I. Papaslomou (Ed.), Proceedings of the 10th International Conference on Corporate and Marketing Communication (209-225). International corporate marketing communication association

Publication Date Jan 1, 2005
Peer Reviewed Peer Reviewed
Pages 209-225
Book Title Proceedings of the 10th International Conference on Corporate and Marketing Communication
Keywords brand managers, communications, computer brand equity, brand communication
Public URL https://uwe-repository.worktribe.com/output/1054759
Publisher URL http://www.cmc-conference.com/


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