Towards the formation of consensus in the domain of co-branding: Current findings and future priorities

Author:

Besharat Ali,Langan Ryan

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference76 articles.

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2. Abbo, H.M. (2006) An exploratory study on the impact of two ingredient branding strategies on the host brand. In: J. Chapman (ed.) The Association of Marketing Theory and Practice. South Carolina: Ball State University, pp. 191–199.

3. Abratt, R. and Motlana, P. (2002) Managing co-branding strategies: Global brands into local markets. Business Horizons 45 (5): 43–50.

4. Bluemelhuber, C., Carter, L.L. and Lambe, J. (2007) Extending the view of brand alliance effects: An integrative examination of the role of country of origin. International Marketing Review 24 (4): 427–443.

5. Barwise, P. and Robertson, T. (1992) Brand portfolios. European Management Journal 10 (3): 277–285.

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