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Management & Marketing
Volume 10 (2015): Issue 4 (December 2015)
Open Access
The impact of brand image fit on attitude towards a brand alliance
Debra Riley
Debra Riley
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Riley, Debra
,
Nathalie Charlton
Nathalie Charlton
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Charlton, Nathalie
and
Hillary Wason
Hillary Wason
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Wason, Hillary
Mar 19, 2016
Management & Marketing
Volume 10 (2015): Issue 4 (December 2015)
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Published Online:
Mar 19, 2016
Page range:
270 - 283
DOI:
https://doi.org/10.1515/mmcks-2015-0018
Keywords
co-branding
,
brand alliance
,
brand image
,
brand fit
,
partial-least squares
© 2015 Debra Riley et al., published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
