The multiple roles of fit between brand alliance partners in alliance attitude formation

Bendik Meling Samuelsen, Lars Erling Olsen, Kevin Lane Keller
  • Marketing Letters, April 2014, Springer Science + Business Media
  • DOI: 10.1007/s11002-014-9297-y

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http://dx.doi.org/10.1007/s11002-014-9297-y

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