Open AccessThe Influence of Alliance Fit between Human Brand and Product Brand on Attitude toward Co-Brand: Focused on the Role of Self-Congruity
Author(s) -
JIEUNLEE,
유동호,
Hwee-Wook Jang
Publication year - 2017
Publication title -
the korean journal of consumer and advertising psychology
Language(s) - English
Resource type - Journals
ISSN - 1229-8778
DOI - 10.21074/kjlcap.2017.18.4.539
Subject(s) - psychology , alliance , product (mathematics) , brand extension , advertising , brand awareness , brand equity , brand management , social psychology , business , geometry , mathematics , political science , law
Accelerating Research
Robert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom
Address
John Eccles HouseRobert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom