Samuylova, E. B.; Muravskii, D. V.; Smirnova, M. M.; … - Graduate School of Management, St. Petersburg State … - 2012
Although there is plenty of work, in which co-branding is studied from the point of view of the consumer, there is a lack of empirical studies from a firm (managerial) perspective, which is important for the comprehensive understanding of co-branding. The goal of this research is to gain a...