Authenticity in horizontal marketing partnerships : a better measure of brand compatibility
Aaron B. Charlton, T. Bettina Cornwell
| Year of publication: |
2019
|
|---|---|
| Authors: | Charlton, Aaron B. ; Cornwell, T. Bettina |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 100.2019, p. 279-298
|
| Subject: | Branding | Sponsorship | Endorsement | Fit | Congruence | Scale development | Markenführung | Brand management | Sponsoring | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenartikel | Brand | Marketingmanagement | Marketing management | Glaubwürdigkeit | Credibility |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.03.054 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012023803