Building brands through brand alliances: Does a second ally help?

Marketing Letters

Volumn 15, Issue 2-3, 2004, Pages 147-159

  Voss, Kevin E ^a   Gammoh, Bashar S ^a  

^a OKLAHOMA STATE UNIVERSITY   (United States)

Author keywords

brand alliances; hedonic attitudes; perceived quality; signaling; utilitarian attitudes

Indexed keywords

EID: 8644276380     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1023/B:MARK.0000047390.01552.a2     Document Type: Article

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