Playing piggyback

Geist, Laura Clark
February 2000
Automotive News;2/21/2000, Vol. 74 Issue 5862, pAM10
Trade Publication
Focuses on the impact of merchandise licensing on brand loyalty of consumers in the United States. Increase in retail sales of automotive licensed goods; Efforts of General Motors to increase licensing business; Connection between the brand extension and the sale of cars and trucks; Leadership of Ford in cobranding vehicles.


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