The multiple roles of fit between brand alliance partners in alliance attitude formation
Bendik Meling Samuelsen; Lars Erling Olsen; Kevin Lane Keller
| Year of publication: |
2015
|
|---|---|
| Authors: | Meling Samuelsen, Bendik ; Erling Olsen, Lars ; Keller, Kevin Lane |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 26.2015, 4, p. 619-629
|
| Subject: | Brand alliances | Perceived fit | Attitudes | Elaboration likelihood model | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Unternehmenskooperation | Inter-firm cooperation |
| Extent: | graph. Darst. |
|---|---|
| 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/10011399145