Lynne Eagle
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
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 |
| Publisher URL | http://www.cmc-conference.com/ |