Cobranding arrangements and partner selection : a conceptual framework and managerial guidelines
Casey E. Newmeyer; R. Venkatesh; Rabikar Chatterjee
| 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 | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Unternehmenskooperation | Inter-firm cooperation |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010345201