Review paper
Good times and bad: responsibility in brand alliances
Abstract
Purpose Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration affects consumer attribution of responsibility to brand alliance partners. Design/methodology/approach This paper builds on the previous study on brand alliances and attribution theory....
Paper Details
Title
Good times and bad: responsibility in brand alliances
Published Date
Jan 31, 2020
Volume
54
Issue
2
Pages
448 - 471
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