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Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather
Co-branding is one of the most commonly used strategies to promote new brands and maximize the market potential of established brands (Keller, 1993; Rooney, 1995). Ingredient branding (InBranding) is a popular co-branding strategy involving host and ingredient brands to develop an ingredient bran
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