Consumer perceptions of corporate brand alliances in crisis : an investigation of negative spill over effects
Brand alliance, or co-branding, is a strategic brand management strategy involving short-term and or long-term cooperative marketing activities between two or more individual brands. Research on brand alliances demonstrates that co-branding creates an interdependent relationship that is beneficial t...
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Kingston University
2017
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.754994 |