Riding coattails : when co-branding helps versus hurts less-known brands
Year of publication: |
2015
|
---|---|
Authors: | Cunha, Marcus ; Forehand, Mark R. ; Angle, Justin W. |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 41.2014/15, 5, p. 1284-1300
|
Subject: | Marketingkooperation | Marketing cooperation | Markentransfer | Brand extension | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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