A typology of brand alliances and consumer awareness of brand alliance integration
Year of publication: |
September 2018
|
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Authors: | Newmeyer, Casey E. ; Venkatesh, R. ; Ruth, Julie A. ; Chatterjee, Rabikar |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 29.2018, 3, p. 275-289
|
Subject: | Brand alliance | Cobranding | Integration | Brand management | Spillover | Bundling | Ingredient branding | Strategische Allianz | Strategic alliance | Markenführung | Markenartikel | Brand |
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