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‘Branded access offers’ dilute parent brand v - EurekAlert

<p>Consumers who highly identify with a brand take a dim view of the short-term renting of consumer goods via &ldquo;branded access offers,&rdquo; according to research co-written by Tiffany Barnett White, a professor of business administration at the University of Illinois Urbana-Champaign and an expert in consumer-brand relationships.</p>

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