Is a Company Known by the Company It Keeps? Assessing the...

Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

Bernard L. Simonin and Julie A. Ruth
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Volume:
35
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/3151928
Date:
February, 1998
File:
PDF, 1.97 MB
english, 1998
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