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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
3 / 598 |
Essay's paper body
23, no. 1, pp. 296-300.
Niedrich, RW & Swain, SD 2003, ?The influence of pioneer status and experience order on consumer brand preference: a mediated-effects model', Journal of the Academy of Marketing Science, vol. 31, no. 4, pp. 468-480.
Park, CW, Jun, SY & Shocker, AD 1996, ?Composite branding alliances: An investigation of extension and feedback effects', Journal of Marketing Research, vol...
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33, no. 4, pp. 453-466.
Rao, AR, Qu, L & Ruekert, R 1999, ?Signaling unobservable product quality through a brand ally', Journal of Marketing Research, vol. 36, no. 2, pp. 258-268.
Samu, S, Krishnan, S & Smith, RE 1999, ?Using advertising alliances for new product introduction: interactions between product complementarity and promotional strategies', Journal of Marketing, vol...
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Co-branding: Advantages and Disadvantages
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