Mohan, Mayoor; Voss, Kevin E.; Jiménez, Fernando R.; … - In: Journal of Product & Brand Management 27 (2018) 1, pp. 41-56
Purpose: The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach: Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance...