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

Koschate-Fischer N, Hoyer WD, Wolframm C (2019)

Publication Language: English

Publication Type: Journal article

Publication year: 2019

Journal

Psychology & Marketing Wiley-Blackwell

Pages Range: 758-772

Journal Issue: 36(8)

DOI: 10.1002/mar.21210

Authors with CRIS profile

Nicole Koschate-Fischer GfK-Lehrstuhl für Marketing Intelligence

Involved external institutions

University of Texas at Austin US United States (USA) (US)

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://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.

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