Spillover effects in multiple co-branding alliances
authors: Isabel Victoria Villeda; Franziska Völckner; Henrik Sattler
| Year of publication: |
2012
|
|---|---|
| Authors: | Victoria Villeda, Isabel ; Völckner, Franziska ; Sattler, Henrik |
| Published in: | |
| Subject: | Spillover-Effekt | Spillover effect | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Unternehmenskooperation | Inter-firm cooperation | Marketingkooperation | Marketing cooperation |
| Extent: | S. 121 - 168 |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Notes: | Eingereicht zur Veröffentlichung in: Journal of marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010219807