Successful Brand Alliance and Its Negative Spillover Effect on a Host Brand: Test of the Cognitive Response Hypothesis
- Publisher
- ASSOC CONSUMER RESEARCH
- Issue Date
- 2009
- Language
- English
- Citation
ADVANCES IN CONSUMER RESEARCH, v.36, pp.243 - 247
- ISSN
- 0098-9258
- Appears in Collection
- RIMS Journal Papers
- Files in This Item
- There are no files associated with this item.
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