Avengers, assemble! : a network-based contingency analysis of spillover effects in multi-brand alliances
Jan Klostermann, Tobias K. Hinze, Franziska Völckner, Ann-Kristin Kupfer, Rouven Schwerdtfeger
| Year of publication: |
2024
|
|---|---|
| Authors: | Klostermann, Jan ; Hinze, Tobias ; Völckner, Franziska ; Kupfer, Ann-Kristin ; Schwerdtfeger, Rouven Wulf |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 52.2024, 2, p. 449-469
|
| Subject: | Brand alliances | Brand-association networks | Brand-brand networks | Spillover effects | Team brands | Spillover-Effekt | Spillover effect | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Unternehmensnetzwerk | Business network | Arbeitsgruppe | Team | Soziales Netzwerk | Social network | Internationale Unternehmenskooperation | International business cooperation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-023-00957-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015047781