The impact of different fit dimensions on spillover effects in brand alliances
Year of publication: |
October 2017
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Authors: | Schnittka, Oliver ; Johnen, Marius ; Völckner, Franziska ; Sattler, Henrik ; Victoria Villeda, Isabel ; Urban, Kathrin |
Published in: |
Journal of business economics : JBE. - Berlin : Springer, ISSN 0044-2372, ZDB-ID 201074-4. - Vol. 87.2017, 7, p. 899-925
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Subject: | Brand management | Brand alliances | Attitude-based partner fit | Product-based partner fit | Brand contrast effects | Markenführung | Strategische Allianz | Strategic alliance | Spillover-Effekt | Spillover effect | Markenimage | Brand image | Unternehmenskooperation | Inter-firm cooperation |
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