Consumer perceptions of co-branding alliances:...

Journal of Brand Management 2016 / 11 Vol. 23; Iss. 6

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker, Carolin, Baade, Annika
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Volume:
23
Language:
english
Journal:
Journal of Brand Management
DOI:
10.1057/s41262-016-0013-5
Date:
November, 2016
File:
PDF, 311 KB
english, 2016
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