Helmig, Bernd; Huber, Jan-Alexander; Leeflang, Peter S. H. - In: Schmalenbach Business Review (sbr) 60 (2008) 4, pp. 359-377
The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with...