Signaling Teamwork : how brand prominence in brand alliance communication can influence customer perception
Daniel S. Kostyra and Daniel Klapper
| Year of publication: |
2015
|
|---|---|
| Authors: | Kostyra, Daniel ; Klapper, Daniel |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 37.2015, 2, p. 69-78
|
| Subject: | brand alliance | brand prominence | conspicuity | communication | signaling theory | Markenführung | Brand management | Signalling | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenimage | Brand image | Asymmetrische Information | Asymmetric information | Strategische Allianz | Strategic alliance | Markenartikel | Brand | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011560943