Is Co-Branding a Double-Edged Sword for Brand Partners?
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More about this item
Keywords
Co-Branding; Attribute-Level Complementarities; Consumer-Based Brand Equity; Spill over Effect; Product-Fit;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
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