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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)
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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 times per year
Keywords:
co-branding,
brand alliance,
brand image,
brand fit,
partial-least squares
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Marketing, sales, customer relations,
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.

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