LEE, Chia-Lin; DECKER, Reinhold - In: Journal of Applied Economic Sciences 4 (2009) 2(8)_ Summer 2009
This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic … researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding … the necessary condition of a successful co-branding alliance (i.e., a sufficient amount of required expansion for the …