What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co-branding partnership

Journal article


Publication Details

Author(s): Koschate-Fischer N, Hoyer WD, Wolframm C
Journal: Psychology & Marketing
Publication year: 2019
Journal issue: 36(8)
Pages range: 758-772
ISSN: 0742-6046
Language: English


FAU Authors / FAU Editors

Koschate-Fischer, Nicole Prof. Dr.
GfK-Lehrstuhl für Marketing Intelligence


External institutions with authors

University of Texas at Austin


How to cite

APA:
Koschate-Fischer, N., Hoyer, W.D., & Wolframm, C. (2019). What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co-branding partnership. Psychology & Marketing, 36(8), 758-772. https://dx.doi.org/10.1002/mar.21210

MLA:
Koschate-Fischer, Nicole, Wayne D. Hoyer, and Christiane Wolframm. "What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co-branding partnership." Psychology & Marketing 36(8) (2019): 758-772.

BibTeX: 

Last updated on 2019-26-07 at 11:38