Exploring product fit and brand fit in brand alliances : establishing the role of categorization processes
Year of publication: |
2017
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Authors: | Norman, Andrew T. |
Published in: |
Journal of business & economics research. - Littleton, Colo., ISSN 1542-4448, ZDB-ID 2442104-2. - Vol. 15.2017, 1, p. 5-14
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Subject: | Brand Alliances | Co-Branding | Brand Management | Categorization | Strategische Allianz | Strategic alliance | Markenführung | Brand management |
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