Partner Selection in Brand Alliances: An Empirical...

Marketing Science 2014 / 07 Vol. 33; Iss. 4

Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit

van der Lans, Ralf, Van den Bergh, Bram, Dieleman, Evelien
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Volume:
33
Language:
english
Journal:
Marketing Science
DOI:
10.1287/mksc.2014.0859
Date:
July, 2014
File:
PDF, 5.33 MB
english, 2014
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