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Co-Branding Internationally: Everyone Wins?
16 references·5 citing·42 second hop
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Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)Is a Company Known by the Com…Brand Equity as a Signaling Phenomenon (1998)Brand Equity as a Signaling P…Composite Branding Alliances: An Investigation of Extension and Feedback Effects (1996)Composite Branding Alliances:…‘Building Strong Brands’ (1996)‘Building Strong Brands’The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies (1995)The Effects of Culture and So…Building Strong Brands (1995)Building Strong BrandsCustomer Evaluation of Products in a Global Market (1994)Customer Evaluation of Produc…Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…Effects of Price, Brand, and Store Information on Buyers' Product Evaluations (1991)Effects of Price, Brand, and …The Economics of Information (1976)The Economics of InformationThe Economics of Information (1961)The Economics of InformationThe role of brand equity and crisis type on corporate brand alliances in crises (2019)The role of brand equity and …Concurrent sponsorship: implications for sponsoring brands and sponsored property (2018)Concurrent sponsorship: impli…Detangling consumer attitudes to better explain co-branding success (2017)Detangling consumer attitudes…Corporate Rebranding and the Effects on Consumers' Attitude Structure (2012)Corporate Rebranding and the …Chinese hoteliers' take on hotel co‐branding in China (2012)Chinese hoteliers' take on ho…Structural Equations with Latent Variables (1989)Structural Equations with Latent Variables. 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References

  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty6,666 cited
  • 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations5,848 cited
  • 1961The Economics of Information5,253 cited
  • 1995Building Strong Brands4,432 cited
  • 1976The Economics of Information3,287 cited
  • 1996‘Building Strong Brands’2,120 cited
  • 1998Brand Equity as a Signaling Phenomenon1,968 cited
  • 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries1,184 cited
  • 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
  • 2000Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations982 cited
  • 1994Customer Evaluation of Products in a Global Market676 cited
  • 1996Composite Branding Alliances: An Investigation of Extension and Feedback Effects661 cited
  • 2002Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale613 cited
  • 1995The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies

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574 cited
  • 1998Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes473 cited
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    • 2017Detangling consumer attitudes to better explain co-branding success32 cited
    • 2019The role of brand equity and crisis type on corporate brand alliances in crises22 cited
    • 2018Concurrent sponsorship: implications for sponsoring brands and sponsored property16 cited
    • 2012Chinese hoteliers' take on hotel co‐branding in China14 cited
    • 2012Corporate Rebranding and the Effects on Consumers' Attitude Structure14 cited