Lado, Nora; Cesaroni, Fabrizio; Olivares, Alberto Maydeu; … - Instituto sobre Desarrollo Empresarial (INDEM), … - 2011
This study addresses co-branding between firms belonging to unrelated value chains –high-tech products and luxury brands (HLCPs) – to explore how consumers? attitude drive the success of HLCPs. The study applies the tri-component attitude model (as opposed to attitude as a whole) that uses...