Three's company : investigating cognitive and sentiment unit imbalance in co-branding partnerships
Stacey M. Baxter; Jasmina Ilicic
| Year of publication: |
2015
|
|---|---|
| Authors: | Baxter, Stacey M. ; Ilicic, Jasmina |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 4, p. 281-298
|
| Subject: | balance | co-branding | celebrity | charity | attitude purchase intention | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Emotion | Kognition | Cognition | Marketingkooperation | Marketing cooperation | Celebrity-Werbung | Celebrity endorsement |
| 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/10011339303