The effects of product fit and brand fit on memory retention for brand alliances : when less is more : evidence from Chinese firms
Year of publication: |
2016
|
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Authors: | Norman, Andrew T. |
Published in: |
International journal of management and marketing research : IJMMR. - Hilo, Hawaii : IBFR, ISSN 1933-3153, ZDB-ID 2536557-5. - Vol. 9.2016, 1, p. 13-28
|
Subject: | Brand Alliances | Brand Promotion | Consumer Behavior | Memory Effects | Brand Identity | Brand Management | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Strategische Allianz | Strategic alliance | Markenartikel | Brand | China |
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