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Baker and Ryan (1995a, June 15). Global branding. ANA - ESOMAR. Retrieved September 25, 2024, from
https://ana.esomar.org/documents/global-branding
Baker, Camp and Marchant (1994a, June 15). Understanding brand success. ANA - ESOMAR. Retrieved September 25, 2024, from
https://ana.esomar.org/documents/understanding-brand-success