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Doppelganger brand image
Simonyan, Yvetta
(CoI)
Lee, Zoe
(PI)
Ang, Dion, University of Leeds
(CoI)
Grewal, Dhruv
(CoI)
Management
Centre for Business, Organisations and Society (CBOS)
Marketing, Business & Society
Project
:
Other
Overview
Project Details
Description
The project looks at the effect of doppelganger marketing promotions on brand image and resulting consumer attitude and behaviour
Status
Active
Effective start/end date
4/07/17
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