"Partner Selection in Brand Alliances: An Empirical Investigation of the ..."

Ralf van der Lans, Bram Van den Bergh, Evelien Dieleman (2014)

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DOI: 10.1287/MKSC.2014.0859

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type: Journal Article

metadata version: 2024-10-06

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Ralf van der Lans, Bram Van den Bergh, Evelien Dieleman:
Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit. Mark. Sci. 33(4): 551-566 (2014)

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