The role of brand strength, type, image and product-category fit in retail brand collaborations

Retailer brand collaborations are an underexploited way for retailers to expand product lines and target new segments relatively quickly and cheaply, yet little work has explored the area and the influence of important factors in the image inheritance process remains unknown. Using data from two exp...

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Bibliographic details
Volume: 60
Main Author: Mitchell, Vincent Wayne
Balabanis, George
Format: Journal Article
Language: English
Zielgruppe: Academic
Place of publication: OXFORD Elsevier Ltd 01.05.2021
ELSEVIER SCI LTD
Elsevier B.V
published in: Journal of retailing and consumer services Vol. 60; pp. 102445 - 102454
Data of publication: May 2021
ISSN: 0969-6989
1873-1384
EISSN: 1873-1384
Discipline: Business
Subjects:
Online Access: available in Bonn?
Database: Web of Knowledge
Social Sciences Citation Index
Web of Science
Web of Science - Social Sciences Citation Index – 2021
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Academic OneFile (A&I only)
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