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Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity

Washington Macías

Washington Macías

Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y HumanísticasGuayaquil, Ecuador
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Macías, Washington
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Julio Cerviño

Julio Cerviño

Universidad Carlos III de Madrid, Universidad ESANLima,
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Cerviño, Julio
  
Oct 23, 2017
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Published Online: Oct 23, 2017
Page range: 346 - 360
DOI: https://doi.org/10.1515/mmcks-2017-0021
Keywords
© 2017 Washington Macías et al., published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Macías, Washington
Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y HumanísticasGuayaquil, Ecuador
Cerviño, Julio
Universidad Carlos III de Madrid, Universidad ESANLima
Language:
English
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Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Entrepreneurship
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