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  • Search: subject_exact:"Co-branding"
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Year of publication
Subject
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Marketing cooperation 377 Marketingkooperation 377 Brand management 112 Markenführung 109 Deutschland 95 Germany 92 Theorie 82 Theory 82 Consumer behaviour 80 Konsumentenverhalten 78 Co-branding 55 Unternehmenskooperation 52 Markenartikel 48 Brand 47 Brand image 45 Markenimage 45 Inter-firm cooperation 41 Marketing 41 co-branding 41 Football 34 Fußball 34 Marketingmanagement 32 Strategische Allianz 32 Marketing management 31 Strategic alliance 29 Online-Marketing 27 Internet marketing 26 Professional sports 26 Profisport 26 Agrargenossenschaft 24 Agricultural cooperative 24 Fernsehprogramm 24 Lieferantenmanagement 24 Supplier relationship management 24 Television programme 24 Erfolgsfaktor 22 Werbung 22 Advertising 21 Competition 20 Relationship marketing 20
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Online availability
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Undetermined 100 Free 66 CC license 2
Type of publication
All
Article 279 Book / Working Paper 171
Type of publication (narrower categories)
All
Article in journal 161 Aufsatz in Zeitschrift 161 Aufsatz im Buch 85 Book section 85 Graue Literatur 51 Non-commercial literature 51 Hochschulschrift 50 Thesis 41 Arbeitspapier 32 Working Paper 32 research-article 15 Case study 13 Fallstudie 13 Collection of articles of several authors 9 Sammelwerk 9 Conference proceedings 8 Konferenzschrift 8 Advisory report 2 Aufsatzsammlung 2 Gutachten 2 Interview 2 Mikroform 2 Amtsdruckschrift 1 Article 1 Bibliografie enthalten 1 Bibliography included 1 Collection of articles written by one author 1 Government document 1 Handbook 1 Handbuch 1 Sammlung 1
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Language
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English 252 German 172 Undetermined 16 French 4 Italian 2 Polish 2 Swedish 2
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Author
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Peitz, Martin 17 Hakenes, Hendrik 8 Kruse, Jörn 7 Quitzau, Jörn 6 Bormann, Patrick 5 Enderle, Gregor 5 Garella, Paolo G. 5 Schellhaaß, Horst-Manfred 5 Choi, Jay Pil 4 Hausladen, Helmut 4 Huber, Frank 4 Ilicic, Jasmina 4 Olbrich, Rainer 4 Aust, Gerhard 3 Besch, Michael 3 Buscher, Udo 3 Chutani, Anshuman 3 Franck, Egon 3 Jeitschko, Thomas D. 3 Jung, Yeonjei 3 Kim, Jaesoo 3 Lee, Chia-Lin 3 Linder, Christian 3 Mizera, Sue 3 Mohan, Mayoor 3 Parlasca, Susanne 3 Seidenstricker, Sven 3 Tennbakk, Berit 3 Abu Saleh, Mohammad 2 Ahlert, Dieter 2 Al Saed, Rashad 2 Anders, Sven 2 Antz, Christian 2 Arnold, Christian 2 Ashley, Allan 2 Ballestar, Maria Teresa 2 Baxter, Stacey M. 2 Bernard, Tanguy 2 Blackett, Tom 2 Bodet, Guillaume 2
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Institution
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Nomos Verlagsgesellschaft 4 Department of Economics and Business, Universitat Pompeu Fabra 2 Federal Trade Commission 2 Monopolkommission 2 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 2 Agrarsoziale Gesellschaft 1 Albert-Ludwigs-Universität Freiburg 1 Bayerische Landesanstalt für Landwirtschaft 1 Bundesverband des Deutschen Textil-Einzelhandels 1 COMMEO Rechtsanwälte 1 Dachverband Wissenschaftlicher Gesellschaften der Agrar-, Forst-, Ernährungs-, Veterinär- und Umweltforschung 1 Deutsche Gesellschaft für Tourismuswissenschaft 1 Deutsche Gesellschaft für Verbandsmanagement 1 Deutschland / Bundeswehr / Universität Hamburg 1 Economic Research Institute, College of Business and Economics 1 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 1 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 1 Europäische Kommission / Generaldirektion Wettbewerb 1 Forschungsinstitut für Biologischen Landbau 1 Forum Verbandsmarketing <2., 2009, Düsseldorf> 1 Franz von Liszt-Institut für Internationales Recht und Rechtsvergleichung 1 Graduate School of Management, St. Petersburg State University 1 Institut für Betriebswirtschaft und Agrarstruktur 1 Institut für Wirtschaftspolitik <Hamburg> 1 Institutet för Ekonomisk Forskning, Ekonomihögskolan 1 Instituto sobre Desarrollo Empresarial (INDEM), Universidad Carlos III de Madrid 1 Institutt for Økonomi <Bergen> 1 Jean-Monnet-Workshop <1, 2003, Gießen> 1 Rheinische Friedrich-Wilhelms-Universität Bonn / Institut für Landwirtschaftliche Betriebslehre 1 Rheinische Friedrich-Wilhelms-Universität Bonn / Lehr- und Forschungsschwerpunkt Umweltverträgliche und Standortgerechte Landwirtschaft 1 Symposium Wein und Tourismus <1, 2010, Freyburg (Unstrut)> 1 Universität Kassel / Fachbereich Ökologische Agrarwissenschaften 1 Universität Konstanz 1 Université Paris-Dauphine (Paris IX) 1 Witzenhäuser Konferenz <18, 2010, Witzenhausen> 1 h+p Hachmeister + Partner 1
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Published in...
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The journal of brand management : an international journal 15 Journal of business research : JBR 10 Regionale Vermarktungssysteme in der Land-, Ernährungs- und Forstwirtschaft : Chancen, Probleme und Bewertung 6 SpringerLink / Bücher 6 Thexis : Fachzeitschrift für Marketing ; Fachzeitschrift für Marketing des Instituts für Marketing und Handel an der Universität St. Gallen 6 Journal of Product & Brand Management 5 Reihe Arbeitspapiere des Instituts für Rundfunkökonomie an der Universität zu Köln 5 The journal of product & brand management 5 Gabler Edition Wissenschaft 4 Hamburger Schriften zur Marketingforschung 4 International journal of advertising : the review of marketing communications 4 Organised retailing and agri-business : implications of new supply chains on the Indian farm economy 4 Schriften der Wissenschaftlichen Hochschule Lahr 4 Handelsforschung 3 Industrial marketing management : the international journal for industrial and high-tech firms 3 Journal of international consumer marketing 3 Journal of rural cooperation 3 Marketing : ZFP ; journal of research and management 3 Marketing letters : a journal of research in marketing 3 Psychology & marketing 3 Research 3 Sportveranstaltungen zwischen Liga- und Medieninteressen : [Jahrestagung des Arbeitskreises "Sportökonomie" am 14. und 15. April 2000 in Köln] 3 Springer eBook Collection / Business and Economics 3 Working paper / International University in Germany, School of Business Administration 3 American journal of agricultural economics 2 Arbeitsbericht / Institut für Agrarpolitik und Marktforschung der Justus-Liebig-Universität Giessen 2 Berichte über Landwirtschaft : Zeitschrift für Agrarpolitik und Landwirtschaft 2 Collaborations et réseaux : approches transversales en management 2 Cooperative firms in global markets : incidence, viability and economic performance 2 Dresdner Beiträge zur Betriebswirtschaftslehre 2 Driving traffic and customer activity through affiliate marketing 2 ERIM report series research in management 2 Economics Working Papers / Department of Economics and Business, Universitat Pompeu Fabra 2 European journal of marketing : EJM 2 European journal of operational research : EJOR 2 Europäische Hochschulschriften / 5 2 Forschen und Wissen / Wirtschaftswissenschaften 2 Freiberger Arbeitspapiere 2 Hauptgutachten der Monopolkommission 2 Hohenheimer agrarökonomische Arbeitsberichte 2
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Source
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ECONIS (ZBW) 412 RePEc 20 Other ZBW resources 15 BASE 2 EconStor 1
Showing 1 - 50 of 450
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La fusión de marcas : el contrato de co-branding (Merging Trademarks: The Co-Branding Agreement)
Rodríguez Gómez, Andrés Eduardo - 2023
Spanish AbstractEl “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo...
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The effect of brand alliances across dependent variables and research designs : a meta-analysis
Voss, Kevin E.; Mohan, Mayoor; Jung, Jin Ho; Jiménez, … - In: Journal of business research : JBR 191 (2025), pp. 1-14
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Expert report on the review of the vertical block exemption regulation : information exchange in dual distribution : final report
COMMEO Rechtsanwälte; Europäische Kommission / … - 2022
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Investigating the consumer evaluation of the co-branding of luxury brands
Chen, Xi; Li, Zhe - 2022
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Hybrid product branding strategies for brand value creation : combining and comparing green product innovations, limited editions and co-branding
Steffl, Jonas; Ganassali, Stéphane; Emes, Jutta - In: The journal of product & brand management 33 (2024) 8, pp. 1073-1087
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Perceived economic mobility predicts evaluation of low-fit co-brands
Nie, Xinyu; Wang, Liangyan; Chan, Eugene Y. - In: Psychology & marketing 41 (2024) 7, pp. 1562-1573
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Enhance the effectiveness of affiliate marketing on Tiktok for young people
Minh Thi Hong Le - In: International journal of technology marketing : IJTMkt 18 (2024) 2, pp. 162-184
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Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding
Steffl, Jonas; Ganassali, Stéphane; Emes, Jutta - In: Journal of Product & Brand Management 33 (2024) 8, pp. 1073-1087
Purpose This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers’ perception of brand value. Design/methodology/approach Two empirical between-subject...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015352170
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Umbrella Branding and the Provision of Quality
Peitz, Martin; Hakenes, Hendrik - 2021
Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013318794
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Signaling effects of branded amenities on customer-based brand equity
Kim, Eun Joo; Baloglu, Seyhmus; Henthorne, Tony L. - In: Journal of hospitality marketing & management 30 (2021) 4, pp. 508-527
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Believe it or not : the effect of involvement on the credibility of image transfer through co-branding
Nasution, Reza Ashari; Arnita, Devi; Purnama, Saqina Qanidya - In: Journal of international consumer marketing 33 (2021) 5, pp. 578-594
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Co-branding drivers between professional sport organizations and on-field sports apparel sponsors
Abdolmaleki, Hossein; Mohammadi, Sardar; Babaei, Mehdi; … - In: International journal of sports marketing & sponsorship 24 (2023) 5, pp. 985-1001
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Co-branding as a masstige strategy for luxury brands : desirable or not?
Quamina, La Toya; Xue, Melanie Tao; Chawdhary, Rahul - In: Journal of business research : JBR 158 (2023), pp. 1-14
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Better together? : how evolution of co-branding alliance affects performance
Nygaard, Arne; Dahlstrom, Robert - In: The journal of business & industrial marketing 38 (2023) 9, pp. 1899-1910
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Afloat in a changing COVID-19 world : the rise of artisanal fashion in India for brand story relevance in challenging times
Kay, Pandora; Young, Caroline - In: Fashion Marketing in Emerging Economies Volume II : …, (pp. 99-159). 2023
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"New and old" : consumer evaluations of co-branding between new brands and Chinese time-honored brands
Zhang, Yicong; Guo, Xiaoling - In: Journal of retailing and consumer services 73 (2023), pp. 1-14
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Role of airline promotion activities in destination branding: Case of Dubai vis-à-vis Emirates Airline
Al Saed, Rashad; Upadhya, Amitabh; Abu Saleh, Mohammad - In: European Research on Management and Business Economics … 26 (2020) 3, pp. 121-126
Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...
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A Feedback Stackelberg Game of Cooperative Advertising in a Durable Goods Oligopoly
Chutani, Anshuman - 2020
Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the subsidy rate. We consider a case of new product adoption...
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Elemente und Vorgehensweisen von Influencer Relations
Baumgärtner, Fabienne - 2020
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012650019
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Role of airline promotion activities in destination branding : case of Dubai vis-à-vis Emirates Airline
Al Saed, Rashad; Upadhya, Amitabh; Abu Saleh, Mohammad - In: European research on management and business economics 26 (2020) 3, pp. 121-126
Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012308016
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Leveraged brand evaluations in branded entertainment : effects of alliance exclusivity and presentation style
Bang, Hye Jin; Choi, Dongwon; Baek, Tae Hyun; Oh, Sang Do; … - In: International journal of advertising : the review of … 39 (2020) 4, pp. 466-485
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How positioning strategies affect co-branding outcomes : green marketing
Wason, Hilary; Charlton, Nathalie - In: Cogent business & management 2 (2015), pp. 1-12
Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...
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Understanding the role of attitude components in co-branding : a comparison of Spanish and Taiwanese consumers
Ho, Han Chiang; Chiu, Candy Lim; Liu, Su-Ping; Lee, … - In: Journal of international consumer marketing 31 (2019) 3, pp. 203-224
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Is co-branding a double-edged sword for brand partners?
Lee, Chia-Lin - In: European research studies 17 (2014) 4, pp. 19-34
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The role of brand coolness in the masstige co-branding of luxury and mass brands
Suzuki, Satoko; Kanno, Saori - In: Journal of business research : JBR 149 (2022), pp. 240-249
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Deal or deny : the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding
Turan, Ceyda Paydas - In: Journal of business research : JBR 149 (2022), pp. 615-629
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Meaning transfer in celebrity endorsement and co-branding : meaning valence, association type, and brand awareness
Tian, Shiyun; Tao, Weiting; Hong, Cheng; Tsai, Wanhsiu Sunny - In: International journal of advertising : the review of … 41 (2022) 6, pp. 1017-1037
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Engaging allies for better or worse : investigating the relationship between multiple-brand alliances and persuasion knowledge
Muravskii, Daniil; Smirnova, Maria; Muravskaia, Snezhana - In: International journal of advertising : the review of … 41 (2022) 7, pp. 1282-1313
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Market targeting with social influences and risk aversion in a co-branding alliance
Zhang, Qiao; Chen, Jing; Lin, Jun - In: European journal of operational research : EJOR 297 (2022) 1, pp. 301-318
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1 + 1 > 2? : is co-branding an effective way to improve brand masstige?
Shan, Juan; Lu, Hebo; Cui, Annie Peng - In: Journal of business research : JBR 144 (2022), pp. 556-571
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Co-branding research : where we are and where we could go from here
Pinello, Cinzia; Picone, Pasquale Massimo; Mocciaro Li … - In: European journal of marketing 56 (2022) 2, pp. 584-621
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Hiphop-Elemente im Marketing : Ausprägungen, Chancen und Herausforderungen
Polfuß, Jonas; Boulaghmal, Ismail - In: Transfer : Zeitschrift für Kommunikation und … 68 (2022) 4, pp. 48-52
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013464352
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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
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Brand alliances and stock reactions
Más Ruiz, Francisco José; Nicolau, Juan Luis; … - In: Journal of business-to-business marketing 28 (2021) 1, pp. 3-13
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Sport event and destination co-branding : analysis of social media sentiment in an international, professional sport event crisis
Morgan, Ashlee; Wilk, Violetta; Sibson, Ruth; Willson, … - In: Tourism management perspectives : TMP 39 (2021), pp. 1-12
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Markenerweiterungsstrategien professioneller Sportvereine im eSport : Rückwirkungseffekte von Markentransfer- und Co-Branding-Strategien auf das Markenimage
Diegel, Marius - 2021
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Creating and developing the actor-network for a car manufacturing firm's mobility services
Kukkamalla, Prasanna Kumar; Martinsuo, Miia; Bikfalvi, … - In: International journal of services and operations … 40 (2021) 4, pp. 534-563
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Prospects for Cooperative Marketing Among Surgical Instrument Producers in Pakistan
Chaudhry, Theresa Thompson - 2017
Given that clustered firms in developing countries generally sell their goods through multinational firms, we seek to determine under what conditions might clustered surgical instrument firms band together and form a cooperative to “break out” of their relationship with multinational buyers...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014188911
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David by Goliath : what is co-branding and what is in it for SMEs
Chiambaretto, Paul; Gurău, Călin - In: International journal of entrepreneurship and small business 31 (2017) 1, pp. 103-122
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011731157
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You are judged by the company you keep : reputation leverage in vertically related markets
Choi, Jay Pil; Peitz, Martin - 2016
This paper analyzes a mechanism through which a supplier of unknown quality can overcome its asymmetric information problem by selling via a reputable downstream rm. The supplier s adverse-selection problem can be solved if the downstream rm has established a reputation for delivering high...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011492196
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Wettbewerb 2016 : Hauptgutachten : includes an English summary
Monopolkommission - 2016 - 1. Auflage
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011573596
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Die Positionierung von Markenallianzen in Szenen als Option der strategischen Markenführung
Raabe, Thorsten (degree supervisor);  … - 2016
Die Dissertationsschrift greift den seit längerem geführten Diskurs nach der Relevanz von Szenen für das Marketing auf und fokussiert auf die Grundannahme, dass sich Szenen nicht ausschließlich durch bspw. geteilte Wertorientierungen und Rituale, sondern mindestens genauso häufig durch den...
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Controlling and evaluating affiliates - an exploratory research in the education sector
Olbrich, Rainer; Bormann, Patrick; Holsing, Christian - 2016
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012156396
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Wettbewerb 2016 : einundzwanzigstes Hauptgutachten der Monopolkommission gemäß § 44 Abs. 1 Satz 1 GWB
2016
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015203095
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Successful cooperative marketing : leveraging a powerful and diverse marketing tool
Rüth, René; Netzer, Torsten - In: The marketing review 16 (2016) 4, pp. 405-418
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Branding destinations : symbolic and narrative representations and co-branding
Rowley, Jennifer; Hanna, Sonya - In: The journal of asset management 27 (2020) 3, pp. 328-338
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Host country brand image and political consumerism : the case of Russia 2018 FIFA World Cup
Rocha, Claudio; Wyse, Fiona - In: Sport marketing quarterly : preferred journal of the … 29 (2020) 1, pp. 62-76
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Vertical cooperative advertising : a manufacturer's perspective
He, Lihong; Kim, Ilhyung; Zhang, Zhe George - In: International journal of operations and quantitative … 26 (2020) 3, pp. 163-182
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The effects of sensory fit on consumer evaluations of co-branding
Ahn, Jungyong; Kim, Ahyeon; Sung, Yongjun - In: International journal of advertising : the review of … 39 (2020) 4, pp. 486-503
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012260230
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Die Reformbedürftigkeit der Vertikal-GVO am Beispiel von Plattformverboten und Preisparitätsklauseln
Teichmann, Emanuel - 2020 - 1. Auflage
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012268118
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