The Role of the Partner Brand's Social Media Power in Brand Alliances

Kupfer Ann-Kristin, Pähler_vor_der_Holte Nora, Kübler Raoul V., Hennig-Thurau Thorsten

Cite as

Kupfer, A.-K., Pähler_vor_der_Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The Role of the Partner Brand's Social Media Power in Brand Alliances. Journal of Marketing (J Mark), 82 (3), 25-44.

Details

Publication type
Research article (journal)

Peer reviewed
Yes

Publication status
Published

Year
2018

Journal
Journal of Marketing

Volume
82 (3), 25-44

Language
English

ISSN
0022-2429

Full text
kupfer_et_al._jm_2018_the_role_of_the_partner_brands_social_media_power_in_brand_alliances.pdf