The effect of brand gender similarity on brand-alliance fit and purchase intention
by Miriam van Tilburg, Andreas Herrmann, Bianca Grohmann and Theo Lieven
| Year of publication: |
2015
|
|---|---|
| Authors: | Tilburg, Miriam van ; Herrmann, Andreas ; Grohmann, Bianca ; Lieven, Theo |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 37.2015, 1, p. 5-13
|
| Subject: | co-branding | brand gender | brand-alliance fit | congruency theory | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010513971