doi.org/10.1007/s11002-018-9467-4

A typology of brand alliances and consumer awareness of brand alliance integration

Casey E. Newmeyer

,

,

..., Rabikar Chatterjee

Marketing Letters2.50

Volume: 29, Issue: 3, Pages: 275 - 289

Published: Sep 1, 2018

Paper Fields

Paper Details

Title

A typology of brand alliances and consumer awareness of brand alliance integration

DOI

doi.org/10.1007/s11002-018-9467-4

Published Date

Sep 1, 2018

Journal

Marketing Letters

Volume

29

Issue

3

Pages

275 - 289

Notes

History