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

Simonin, Bernard L., Ruth, Julie A.
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Volume:
35
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1177/002224379803500105
Date:
February, 1998
File:
PDF, 1.78 MB
english, 1998
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