Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image
The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does th...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Högskolan Kristianstad, Avdelningen för ekonomi
2018
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18248 |