Cooperative brand alliances: how to generate positive evaluations
This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consu...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
ANZMAC
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/41129 |