How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach
Current research into co-branding and brand extensions indicates that these marketing strategies benefit firms, yet marketing literature examines the concepts only independently. This article reports the findings of two studies, conducted among 256 students, that compare the effectiveness of co-bran...
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Veröffentlicht in: | Industrial marketing management 2010-11, Vol.39 (8), p.1240-1249 |
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Format: | Artikel |
Sprache: | eng |
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