Work

Building Brands through Brand Alliances: Does a Second Ally Help?

Year: 2004

Type: article

Source: Marketing Letters

DOI: 10.1023/b:mark.0000047390.01552.a2

Authors: Kevin E. Voss, Bashar S. Gammoh

Institution: Oklahoma State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1978390226

FWCI: 3.721

Cites: 19

Cited by: 122

Related to: 10