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Competing cues in brand alliance advertisements
Voss, Kevin E.; Li, Ying Ying; Song, Young Ok Sunny - In: Journal of business research : JBR 149 (2022), pp. 476-493
Persistent link: https://www.econbiz.de/10013325634
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Alliance competence : the moderating role of valence of alliance experience
Gammoh, Bashar S.; Voss, Kevin E. - In: European journal of marketing : EJM 47 (2013) 5/6, pp. 964-986
Persistent link: https://www.econbiz.de/10009763940
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Building brands through brand alliances : combining warranty information with a brand ally
Fang, Xiang; Gammoh, Bashar S.; Voss, Kevin E. - In: The journal of product & brand management 22 (2013) 2, pp. 153-160
Persistent link: https://www.econbiz.de/10009745805
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Corporate brand effects in brand alliances
Voss, Kevin E.; Mohan, Mayoor - In: Journal of business research : JBR 69 (2016) 10, pp. 4177-4184
Persistent link: https://www.econbiz.de/10011553950