Monika, Monika; Antonio, Ferdi - In: Businesses 2 (2022) 1, pp. 33-53
alliance could drive the willingness to pay more (WTPM) and the positive electronic word of mouth (eWOM) is assessed. This … alliance shaped from superhero characters with local brands as host brands has a significant impact on consumer willingness to … pay more (WTPM) and eWOM. This study provides managerial implications for both business licensor management and local …