Browsing by Author "Macías, W."
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Trademark dilution and its practical effect on purchase decision
Macías, W.; Cerviño, J. (ESIC , 2017-02-22 )This work aims to analyze the effect of unauthorized use of trademarks on its consumer-based brand equity and on the consumer purchase decision, through a mediation model with structural equations. An experiment was carried ...acceso abierto