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Publikováno v:
Management şi Marketing, Vol 10, Iss 4, Pp 270-283 (2015)
IntroductionThe popularity of co-branding as a brand management strategy has grown steadily over the past 20 years. Co-branding combines the competencies and reputations of two partnering brands to create a new product (e.g. Park et al., 1996; Faems
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a82babac933e6221c2a7541176157f3a
http://www.degruyter.com/view/j/mmcks.2015.10.issue-4/mmcks-2015-0018/mmcks-2015-0018.xml?format=INT
http://www.degruyter.com/view/j/mmcks.2015.10.issue-4/mmcks-2015-0018/mmcks-2015-0018.xml?format=INT
