A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings

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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...

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Bibliographic Details
Main Authors:	Dickinson, Sonia, Heath, Tara
Format:	Journal Article
Published:	Palgrave Macmillian Lid. 2006
Online Access:	http://hdl.handle.net/20.500.11937/28281

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