Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit
Crossref DOI link: https://doi.org/10.1057/s41262-016-0013-5
Published Online: 2016-08-25
Published Print: 2016-11
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Decker, Carolin
Baade, Annika
License valid from 2016-08-25
