A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings
This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained insights into how consumers form attitudes towards co-branded products using da...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillian Lid.
2006
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| Online Access: | http://hdl.handle.net/20.500.11937/28281 |