Marcus Cunha Jr.; Forehand, Mark R.; Angle, Justin W. - In: Journal of Consumer Research 41 (2015) 5, pp. 1284-1284
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded...
