This paper explores consumer reactions to a brand alliance, with perceptions of the parent brands, perceived fit between the brands and fit between product...
This paper explores consumer reactions to a brand alliance, with perceptions of the parent brands, perceived fit between the brands and fit between product...
Expert Journal of Marketing welcomes original academic articles to be published in open access.
This 'Guide for Authors' provides useful information about the publication process at Expert Journal of Marketing.
Volume 5 of Expert Journal of Marketing is now available online
View upcoming finance academic articles accepted for publication.