Believe It or Not: The Effect of Involvement on the Credibility of Image Transfer through co-Branding
Author:
Affiliation:
1. School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia
Publisher
Informa UK Limited
Subject
Marketing,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/08961530.2020.1731899
Reference100 articles.
1. Consumer Evaluations of Brand Extensions
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5. The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect
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