Xiao, Na; Hwan (Mark) Lee, Seung - In: European Journal of Marketing 48 (2014) 7/8, pp. 1239-1254
BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on … explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be … mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping …