Detangling consumer attitudes to better explain co-branding success
Han-Chiang Ho, Nora Lado and Pilar Rivera-Torres
| Year of publication: |
2017
|
|---|---|
| Authors: | Ho, Han-Chiang ; Lado Coustré, Nora ; Rivera-Torres, Pilar |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 7, p. 704-721
|
| Subject: | Cognition | Affect | Co-branding | Brand fit | ABC model of attitude | Product fit | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kognition | Marketingkooperation | Marketing cooperation | Emotion | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-11-2015-1039 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011808397