Asymmetric brand alliances: When joint promotions with strong brands hurt
Author:
Publisher
Elsevier BV
Subject
Marketing
Reference31 articles.
1. Managing Brand Equity;Aaker,1991
2. Discount venture brands: Self-congruity and perceived value-for-money?;Baker;Journal of Business Research,2020
3. Towards the formation of consensus in the domain of co-branding: current findings and future priorities;Besharat;Journal of Brand Management,2014
4. Extending the view of brand alliance effects: An integrative examination of the role of country of origin;Bluemelhuber;International Marketing Review,2007
5. Perceptions of price unfairness: Antecedents and consequences;Campbell;Journal of Marketing Research,1999
Cited by 6 articles. 订阅此论文施引文献 订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. Atmosphere, brand equity of the banner and loyalty in the Colombian context;ESTUD GERENC;2023
2. Organizational resilience as the mediator of relation between brand performance and organizational performance – reflections from the perspective of crisis times;Journal of Organizational Change Management;2023-09-27
3. Should I Stay or Should I Go? The Effect of Allied Brands Negative Publicity on Brand Managers' Decision-Making;Industrial Marketing Management;2023-08
4. The role of product design in shaping masstige brand passion: A masstige theory perspective;Journal of Business Research;2022-11
5. Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding;Journal of Business Research;2022-10
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3