• Corpus ID: 49430028

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={Oskar 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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