Newmeyer, Casey E.; Venkatesh, R.; Ruth, J.A. (Julie); Chatterjee, Rabikar
(Springer, 2018-09)
Brand alliances, which involve intentionally presenting two or more brands together, appear in many different forms. For example, Subway stores placed within Wal-Mart, Airbus A380 airplanes with Rolls-Royce Trent engines, ...