Is co-branding a double-edged sword for brand partners?
Chia-Lin Lee
| Year of publication: |
2014
|
|---|---|
| Authors: | Lee, Chia-Lin |
| Published in: |
European research studies. - Piraeus : [Verlag nicht ermittelbar], ISSN 1108-2976, ZDB-ID 2479315-2. - Vol. 17.2014, 4, p. 19-34
|
| Subject: | Co-Branding | Attribute-Level Complementarities | Consumer-Based Brand Equity | Spill over Effect | Product-Fit | Markenführung | Brand management | Markenimage | Brand image | Spillover-Effekt | Spillover effect | Konsumentenverhalten | Consumer behaviour | Marketingkooperation | Marketing cooperation |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012003672