Cobranding arrangements and partner selection : a conceptual framework and managerial guidelines
Year of publication: |
2014
|
---|---|
Authors: | Newmeyer, Casey E. ; Venkatesh, R. ; Chatterjee, Rabikar |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 42.2014, 2, p. 103-118
|
Subject: | Cobranding | Brand alliance | Attribution | Categorization | Brand evaluation | Brand consideration | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Markenimage | Brand image |
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