An employee's perspective of co-branding separation on brand commitment
The use of co-branding as a strategy has become increasingly important to managers due to saturation in mature markets and the search for growth in emerging nations (Chul, 2009; Helmig, Huber, & Leeflang, 2008; Uggla & Asberg, 2010). In this study, a co-branded joint venture strategy is seen...
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| Format: | Others |
| Language: | en |
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2014
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| Online Access: | http://hdl.handle.net10539/14907 |