White boxes + gray markets = brand management communications blues: Implications for computer brand equity and brand communication

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

Lynne Eagle

S. Bulmer

R. Blair

Working Paper Type	Working Paper
Publication Date	Jan 1, 2004
Peer Reviewed	Peer Reviewed
Keywords	white boxes, gray markets, brand management, communications, computer, brand equity, brand communication
Public URL	https://uwe-repository.worktribe.com/output/1064599
Publisher URL	http://www.massey.ac.nz/massey/home.cfm