Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels

SooKyoung Ahn, HeaJung Kim and Judith A. Forney

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 6, 477-485

Abstract: To scrutinize the emerging phenomenon of co-marketing alliance between heterogeneous industries, this study adapts the concept of ‘perceived match-up’ as a theoretical platform.

Keywords: Co-marketing alliance; Match-up hypothesis; Perceived match-up; Fashion industry; Brand strategy (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:6:p:477-485

DOI: 10.1016/j.jretconser.2009.08.003

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