Context effects in the evaluation of business-to-business brand alliances

Kalafatis, Stavros P., Riley, Debra and Singh, Jaywant (2014) Context effects in the evaluation of business-to-business brand alliances. Industrial Marketing Management, 43(2), pp. 322-334. ISSN (print) 0019-8501

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Item Type: Article
Uncontrolled Keywords: context effects, brand alliances, assimilation, valence, experiment
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Innovation) (from August 2013)
Depositing User: Jaywant Singh
Date Deposited: 15 Aug 2013 08:44
Last Modified: 25 Sep 2017 09:08
URI: http://eprints.kingston.ac.uk/id/eprint/26235

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