Brand identity fit in co-branding : the moderating role of C-B identification and consumer coping
Year of publication: |
2014
|
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Authors: | Xiao, Na ; Lee, Seung Hwan Mark |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 7/8, p. 1239-1254
|
Subject: | Brand identity fit | Co-branding | Consumer coping | Consumer-brand identification | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Persönlichkeitspsychologie | Personality psychology |
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