A longitudinal examination of the effects of retailer-manufacturer brand alliances: The role of perceived fit

Journal of Marketing Management

Volumn 26, Issue 1-2, 2010, Pages 5-27

  Arnett, Dennis B ^a   Laverie, Debra A ^a   Wilcox, James B ^a  

^a TEXAS TECH UNIVERSITY   (United States)

Author keywords

Brand alliances; Brand equity; Brand management; Brand strategy; Retailer equity

Indexed keywords

EID: 79958139964     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/02672570903534647     Document Type: Article

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