The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study
Year of publication: |
2012
|
---|---|
Authors: | Samuylova, E. B. ; Muravskii, D. V. ; Smirnova, M. M. ; Alkanova, O. N. |
Institutions: | Graduate School of Management, St. Petersburg State University |
Subject: | brand alliances | co-branding | brand equity | Eco-systems |
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