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Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
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International expansion of brands by realization of co-branding strategy
Grębosz, Magdalena; Otto, Jacek - In: Journal of economics & management 14 (2013), pp. 77-87
Persistent link: https://www.econbiz.de/10010339301
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Ingredient branding and feedback effects : the impact of product outcomes, initial parent brand strength asymmetry, and parent brand role
Radighieri, Jeffrey P.; Mariadoss, Babu John; … - In: Marketing letters : a journal of research in marketing 25 (2014) 2, pp. 123-138
Persistent link: https://www.econbiz.de/10010367219
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Mutual value creation in component co-branding relationships
Cassia, Fabio; Magno, Francesca; Ugolini, Marta - In: Management decision : MD 53 (2015) 8, pp. 1883-1898
Persistent link: https://www.econbiz.de/10011406980
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The attitudinal respose to alternative brand growth strategies
Samuelsen, Bendik Meling; Olsen, Lars Erling - In: European journal of marketing : EJM 46 (2012) 1/2, pp. 177-191
Persistent link: https://www.econbiz.de/10009514312
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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
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From endorsement to celebrity co-branding : personality transfer
Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285
Persistent link: https://www.econbiz.de/10010362940
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Kooperation zwischen Absatzmittlern und Herstellern als Erfolgsfaktor der Markenführung
Burmann, Christoph; Maloney, Philip - In: Thexis : Fachzeitschrift für Marketing ; … 24 (2007) 3, pp. 22-27
Persistent link: https://www.econbiz.de/10003505943
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Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén; Lengler, Jorge; … - In: The journal of product & brand management 26 (2017) 2, pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
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Children's response to co-branded products : the facilitating role of fit
Charry, Karine; Demoulin, Nathalie T. M. - In: International journal of retail & distribution management 42 (2014) 11/12, pp. 1032-1052
Persistent link: https://www.econbiz.de/10010461474