Effect of fit and altruistic attributions in cause brand alliance : the mediating role of perceived brand credibility
Year of publication: |
2022
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Authors: | Mabrouk, Abir Ben ; Najjar, Faouzi |
Published in: |
International journal of strategic business alliances : IJSBA. - Genève [u.a.] : Inderscience Enterprises, ISSN 1756-6452, ZDB-ID 2516126-X. - Vol. 7.2022, 1, p. 37-51
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Subject: | alliance-caused marque | bootstrap | mediation | perceived credibility | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility |
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