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Browsing Research Articles (Marketing Management) by Author "Ruth, J.A. (Julie)"

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A typology of brand alliances and consumer awareness of brand alliance integration

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, ...

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