Work

The Impact of Cobranding on Customer Evaluation of Brand Counterextensions

Year: 2005

Type: article

Source: Journal of Marketing

DOI: 10.1509/jmkg.69.3.1.66358

Author: Piyush Kumar

Institution: Vanderbilt 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: W2109865158

FWCI: 20.4

Cites: 29

Cited by: 148

Related to: 10