Asymmetric brand alliances : when joint promotions with strong brands hurt
Year of publication: |
2022
|
---|---|
Authors: | Vaidyanathan, Rajiv ; Aggarwal, Praveen |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 141.2022, p. 213-228
|
Subject: | Alliance integration | Asymmetric brand alliance | Brand alliances | Brand strength | Joint sales promotion | Strategische Allianz | Strategic alliance | Markenführung | Brand management |
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