Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels

✍ Scribed by SooKyoung Ahn; HeaJung Kim; Judith A. Forney

• Book ID: 116694962
• Publisher: Elsevier Science
• Year: 2009
• Tongue: English
• Weight: 279 KB
• Volume: 16
• Category: Article
• ISSN: 0969-6989
• DOI: 10.1016/j.jretconser.2009.08.003