Kim, Kyung-Min; Nobi, Benjamin; Lee, Sangwon; Milewicz, Chad - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 2, pp. 418-435
Purpose: This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional value perceptions of higher education brand alliances for dual-degree programs? Second, does perceived brand...