How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations : A Concept Combination Perspective
| Autor: | SWAMINATHAN, VANITHA, GÜRHAN-CANLI, ZEYNEP, KUBAT, UMUT, HAYRAN, CEREN |
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| Zdroj: | Journal of Consumer Research, 2015 Jun 01. 42(1), 45-58. |
| Databáze: | JSTOR Journals |
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