Open AccessBrand Alliances: Growing Your Pie or Stealing Your Slice? Examining Field Evidence Using Causal Methods
Author(s) -
Anthony Koschmann
Publication year - 2017
Publication title -
journal of marketing development and competitiveness
Language(s) - English
Resource type - Journals
ISSN - 2155-2843
DOI - 10.33423/jmdc.v11i4.1496
Subject(s) - brand equity , advertising , business , brand management , alliance , marketing , brand awareness , inference , brand extension , political science , philosophy , epistemology , law
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