Does brand partnership create a happy marriage? : the role of brand value on brand alliance outcomes of partners
Year of publication: |
November 2017
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Authors: | Cao, Zixia ; Yan, Ruiliang |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 67.2017, p. 148-157
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Subject: | Interfirm cooperation | Brand alliance | Brand value | Marketing-finance interface | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Unternehmenskooperation | Inter-firm cooperation | Markenimage | Brand image |
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