?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adissertation&rft.aulast=Ham&rft.aufirst=L.+van+der&rft.au=Ham%2C+L.+van+der&rft.degree=Master&rft.title=To+brand%2C+or+not+to+brand&rft.date=2010