Quid pro quo The impact of explicit brand mentions and reciprocity in brand alliance communications

PurposeThis paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies a...

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Bibliographic Details

Published in:	European journal of marketing Vol. 53; no. 2; pp. 320 - 344
Main Authors:	Roosens, Bram, Dens, Nathalie, Lievens, Annouk
Format:	Journal Article
Language:	English
Published:	Bradford Emerald Group Publishing Limited 11.02.2019
Subjects:	Alliances Between-subjects design Brands Collaboration Communication Consumer behavior Consumers Cooperation Credibility Hypotheses Perceptions Product quality Purchase intention Studies Willingness to pay
ISSN:	0309-0566, 1758-7123
Online Access:	Get full text
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