Signaling Teamwork : how brand prominence in brand alliance communication can influence customer perception
Year of publication: |
2015
|
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Authors: | Kostyra, Daniel ; Klapper, Daniel |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 37.2015, 2, p. 69-78
|
Subject: | brand alliance | brand prominence | conspicuity | communication | signaling theory | Markenführung | Brand management | Strategische Allianz | Strategic alliance | Signalling | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Experiment | Markenartikel | Brand |
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