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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...

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Bibliographic Details
Main Authors:	Dickinson, Sonia, Heath, Tara
Format:	Journal Article
Published:	ANZMAC 2008
Online Access:	http://hdl.handle.net/20.500.11937/41129

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