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Spanish Journal of Marketing - ESIC Trademark dilution and its practical effect on purchase decision
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Trademark dilution and its practical effect on purchase decision
Dilución de marcas registradas y su efecto práctico sobre la decisión de compra
W. Macíasa,
Corresponding author
wamacias@espol.edu.ec

Corresponding author at: Escuela Superior Politécnica del Litoral, Guayaquil, Guayas, Ecuador.
, J. Cerviñob
a Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas, Campus Gustavo Galindo Km 30.5 Vía Perimetral, P.O. Box 09-01-5863, Guayaquil, Ecuador
b University Carlos III of Madrid and University ESAN, Lima, Peru
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ISSN: 24449695
Original language: English
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