Monika, Monika; Antonio, Ferdi - In: Businesses 2 (2022) 1, pp. 33-53
the host brand attitude could shape the brand alliance attitude in consumer perspectives. Furthermore, how this brand … alliance could drive the willingness to pay more (WTPM) and the positive electronic word of mouth (eWOM) is assessed. This … research was conducted using the Partial Least Square-Structural Equation Modelling (PLS-SEM). The findings show that the brand …