The Influence of Parent Brands Commitment On Consumers' Atitude Toward Co-Branding Between Those Brands
This paper examines the influence of parentbrands' commitment on consummers' attitude toward cobranding. Co-branding refers to the combination of two brand names to lauch a single and unique product for a short to long term cooperation. Two experiments were conducted to test the hypotheses...
| Main Author: | Azzah Nur Aisyah, Reza Ashari Nasution |
|---|---|
| Format: | Jurnal |
| Language: | Bahasa Inggris |
| Published: |
ITB
2010
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| Subjects: | |
| Online Access: |
http://library.umy.ac.id/katalog.php?opo=lihatDetilKatalog&id=51823 |