Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products
Year of publication: |
2011-07
|
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Authors: | Lado, Nora ; Cesaroni, Fabrizio ; Olivares, Alberto Maydeu ; Ho, Han Chiang |
Institutions: | Instituto sobre Desarrollo Empresarial (INDEM), Universidad Carlos III de Madrid |
Subject: | Co-branding | Attitude | Affect/cognition | High-tech | Luxury | Cross-cultural |
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