Partner selection in brand alliances : an empirical investigation of the drivers of brand fit
Ralf van der Lans; Bram Van den Bergh; Evelien Dieleman
| Year of publication: |
2014
|
|---|---|
| Authors: | Lans, Ralf van der ; Van den Bergh, Bram ; Dieleman, Evelien |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 4, p. 551-566
|
| Subject: | brand alliances | brand personality | brand management | nonlinear structural equation models | Bayesian analysis | Markenführung | Brand management | Strukturgleichungsmodell | Structural equation model | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Strategische Allianz | Strategic alliance | Markenartikel | Brand | Unternehmenskooperation | Inter-firm cooperation |
| Extent: | graph. Darst. |
|---|---|
| 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/10010402541