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The impact of brand image fit on attitude towards a brand alliance

Management & Marketing

Volume 10 (2015): Issue 4 (December 2015)

By: Debra Riley, Nathalie Charlton and Hillary Wason

Open Access

|Mar 2016

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DOI: https://doi.org/10.1515/mmcks-2015-0018 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206

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Language: English

Page range: 270 - 283

Published on: Mar 19, 2016

Published by: Society for Business Excellence

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

brand alliance,

partial-least squares

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Entrepreneurship

© 2016 Debra Riley, Nathalie Charlton, Hillary Wason, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 10 (2015): Issue 4 (December 2015)