Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image
@inproceedings{Gudmundsson2018ChallengingCB, title={Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image}, author={O. Gudmundsson and Joel Leteus}, year={2018} }
The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetit ...
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