Market targeting with social influences and risk aversion in a co-branding alliance
Qiang Zhang, Jing Chen, Jun Lin
| Year of publication: |
2022
|
|---|---|
| Authors: | Zhang, Qiao ; Chen, Jing ; Lin, Jun |
| Published in: |
European journal of operational research : EJOR. - Amsterdam : Elsevier, ISSN 0377-2217, ZDB-ID 243003-4. - Vol. 297.2022, 1 (16.2.), p. 301-318
|
| Subject: | Game theory | Co-branding | Social influences | Risk aversion | Market-targeting stratety | Risikoaversion | Spieltheorie | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marketingkooperation | Marketing cooperation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ejor.2021.05.022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013259298