The role of brand strength, type, image and product-category fit in retail brand collaborations
Year of publication: |
2021
|
---|---|
Authors: | Mitchell, Vincent-Wayne ; Balabanis, George |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 60.2021, p. 1-10
|
Subject: | Branding | Consumers | Image inheritance | New retail products | Retail brand image | Markenführung | Brand management | Markenimage | Brand image | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour |
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