Corporate brand effects in brand alliances
Kevin E. Voss, Mayoor Mohan
| Year of publication: |
October 2016
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|---|---|
| Authors: | Voss, Kevin E. ; Mohan, Mayoor |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 10, p. 4177-4184
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| Subject: | Brand alliances | Co-branding | Attitude toward the corporation | Perceived quality | Brand attitude | Strategische Allianz | Strategic alliance | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2016.03.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011553950