Work

The Dual Process of Co-branded New Products: Why Fit is Not All That Matters

Year: 2014

Type: conference-paper

Source: HAL

Authors: Fleck, Nathalie, Michel, Géraldine, Gatignon, Hubert

Institutions: Le Mans Université, IAE Paris - Sorbonne Business School, INSEAD, INSEAD

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: W3161455125

FWCI: 1.877

Cites: 57

Cited by: 3

Related to: 10