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The categorisation of brands: The case of P&G™ branding strategy

Rogelio Puente-Díaz1, Judith Cavazos-Arroyo2

  • 1Department of Business and Economics, Universidad Anáhuac México Norte, Huixquilucan, Estado de México, Mexico.

International Journal of Psychology : Journal International De Psychologie
|July 28, 2015
PubMed

Keywords:
AssimilationContext effectsContrastCorporate brandsInclusion/exclusionProduct brands

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