Co‐branding: brand equity and trial effects
作者： Judith H. Washburn , Brian D. Till , Randi Priluck
DOI: 10.1108/07363760010357796
关键词:
摘要: … ) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co… and the constituent brands that comprise it, …
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