Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes
Year of publication: |
1998
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Authors: | Simonin, Bernard L. ; Ruth, Julie A. |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 35.1998, 1, p. 30-42
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