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Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

Marc Mazodier Dwight Merunka 1
1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
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https://hal-amu.archives-ouvertes.fr/hal-01822316
Contributor : Yasmine El Alami Connect in order to contact the contributor
Submitted on : Sunday, June 24, 2018 - 10:51:42 PM
Last modification on : Friday, October 22, 2021 - 3:35:31 AM

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Marc Mazodier, Dwight Merunka. Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, Elsevier, 2014, 67 (7), pp.1552 - 1558. ⟨10.1016/j.jbusres.2014.01.015⟩. ⟨hal-01822316⟩

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