Is brand alliance always beneficial to firms?
Year of publication: |
January 2017
|
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Authors: | Yan, Ruiliang ; Cao, Zixia |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 34.2017, p. 193-200
|
Subject: | Marketing strategy | Brand alliance | Brand quality | Interfirm cooperation | Analytical modeling | Strategische Allianz | Strategic alliance | Marketingmanagement | Marketing management | Markenführung | Brand management |
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