Leveraging Reputation for Product Innovation through Strategic Co-Branding

Christian Linder, Sonja Sperber

Publication: Chapter in book/Conference proceedingChapter in edited volume

Original languageEnglish
Title of host publicationBrand Culture and Identity - Concepts, Methodologies, Tools, and Applications
Place of PublicationHershey, Pennsylvania
PublisherIGI Global
Pages824-837
EditionReprint
ISBN (Electronic)9781522571179
ISBN (Print)9781522571162
DOIs
Publication statusPublished - 2020

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