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type_genre:"Article in journal"
~subject:"Erfolgsfaktor"
~subject:"Konsumentenverhalten"
~type_genre:"Konferenzschrift"
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Marketing cooperation
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67
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Co-branding
33
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7
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Thexis : Fachzeitschrift für Marketing ; Fachzeitschrift für Marketing des Instituts für Marketing und Handel an der Universität St. Gallen
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Cogent business & management
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European journal of marketing : EJM
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European research studies
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Health marketing quarterly
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Industrial marketing management : the international journal for industrial and high-tech firms
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International journal of automotive technology and management : IJATM
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International journal of business
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International journal of innovation management
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International journal of market research : JMRS ; the journal of the Market Research Society
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Journal of business ethics : JOBE
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Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
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Journal of hospitality marketing & management
1
Journal of retailing and consumer services
1
Journal of travel and tourism marketing
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Marketing intelligence & planning
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Marketing letters : a journal of research in marketing
1
Services marketing quarterly
1
Sport marketing quarterly : preferred journal of the Sport Marketing Association
1
The journal of applied business research
1
The service industries journal
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Versicherungswirtschaft : Magazin für Führungskräfte und Entscheider
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ECONIS (ZBW)
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31
Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén
;
Lengler, Jorge
; …
- In:
The journal of product & brand management
26
(
2017
)
2
,
pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
Saved in:
32
Evaluating co-branded products : the socioeconomic strata effect
Cordeiro, Rafaela Almeida
;
Ponchio, Mateus Canniatti
; …
- In:
Marketing intelligence & planning
34
(
2016
)
6
,
pp. 795-809
Persistent link: https://www.econbiz.de/10011571192
Saved in:
33
Licensing a sports brand : effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions
Kwak, Dae Hee
;
Kwon, Youngbum
;
Lim, Choong Hoon
- In:
The journal of product & brand management
24
(
2015
)
3
,
pp. 198-210
Persistent link: https://www.econbiz.de/10011378278
Saved in:
34
Impact of luxury brand retailer co-branding strategy on potential customers : a cross-cultural study
Wang, Shih-Ching
;
Soesilo, Primidya K.
;
Zhang, Dan
- In:
Journal of international consumer marketing
27
(
2015
)
3
,
pp. 237-252
Persistent link: https://www.econbiz.de/10011306309
Saved in:
35
Riding coattails : when co-branding helps versus hurts less-known brands
Cunha, Marcus
;
Forehand, Mark R.
;
Angle, Justin W.
- In:
Journal of consumer research : JCR ; an …
41
(
2014/15
)
5
,
pp. 1284-1300
Persistent link: https://www.econbiz.de/10010490116
Saved in:
36
The impact of a mega event on visitors' attitude toward hosting destination : using trust transfer theory
Lee, Yong-ki
;
Kim, Young
;
Lee, Choong-Ki
;
Kim, Soon-ho
- In:
Journal of travel and tourism marketing
31
(
2014
)
3/4
,
pp. 507-521
Persistent link: https://www.econbiz.de/10010395941
Saved in:
37
Alliances between corporate and fair trade brands : examining the antecedents of overall evaluation of the co-branded product
Sénéchal, Sylvain
;
Georges, Laurent
;
Pernin, Jean-Louis
- In:
Journal of business ethics : JOBE
124
(
2014
)
3
,
pp. 365-381
Persistent link: https://www.econbiz.de/10010431389
Saved in:
38
Effects of co-branding on consumers' purchase intention and evaluation of apparel attritubutes
Wu, D. Gloria
;
Chalip, Laurence Hilmond
- In:
Journal of global scholars of marketing science : …
24
(
2014
)
1
,
pp. 1-20
Persistent link: https://www.econbiz.de/10010408237
Saved in:
39
Brand identity fit in co-branding : the moderating role of C-B identification and consumer coping
Xiao, Na
;
Lee, Seung Hwan Mark
- In:
European journal of marketing : EJM
48
(
2014
)
7/8
,
pp. 1239-1254
Persistent link: https://www.econbiz.de/10010414805
Saved in:
40
Brand partnerships as joint ventures : a comparison of two partnerships in the small non-profit arena
Reeves, Martha
- In:
The journal of brand management : an international journal
20
(
2012/13
)
3
,
pp. 241-254
Persistent link: https://www.econbiz.de/10009703655
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