Leveraging Reputation for Product Innovation through Strategic Co-Branding

Publication: Chapter in book/Conference proceeding › Chapter in edited volume

Original language	English
Title of host publication	Brand Culture and Identity - Concepts, Methodologies, Tools, and Applications
Place of Publication	Hershey, Pennsylvania
Publisher	IGI Global
Pages	824-837
Edition	Reprint
ISBN (Electronic)	9781522571179
ISBN (Print)	9781522571162
DOIs	https://doi.org/10.4018/978-1-5225-7116-2.ch045 https://doi.org/10.4018/978-1-5225-7116-2
Publication status	Published - 2020

Access to Document

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title = "Leveraging Reputation for Product Innovation through Strategic Co-Branding",

author = "Christian Linder and Sonja Sperber",

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doi = "10.4018/978-1-5225-7116-2.ch045",

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booktitle = "Brand Culture and Identity - Concepts, Methodologies, Tools, and Applications",

publisher = "IGI Global",

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}

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T1 - Leveraging Reputation for Product Innovation through Strategic Co-Branding

AU - Linder, Christian

AU - Sperber, Sonja

PY - 2020

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U2 - 10.4018/978-1-5225-7116-2.ch045

DO - 10.4018/978-1-5225-7116-2.ch045

M3 - Chapter in edited volume

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BT - Brand Culture and Identity - Concepts, Methodologies, Tools, and Applications

PB - IGI Global

CY - Hershey, Pennsylvania

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