Exploring product fit and brand fit in brand alliances : establishing the role of categorization processes
Andrew T. Norman
| Year of publication: |
2017
|
|---|---|
| Authors: | Norman, Andrew T. |
| Published in: |
Journal of business & economics research. - Littleton, Colo., ISSN 1542-4448, ZDB-ID 2442104-2. - Vol. 15.2017, 1, p. 5-14
|
| Subject: | Brand Alliances | Co-Branding | Brand Management | Categorization | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Strategische Allianz | Strategic alliance | Markenimage | Brand image | Unternehmenskooperation | Inter-firm cooperation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.19030/jber.v15i1.9853 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011669556