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

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



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2018

Journal
Journal of Marketing

Volume
82 (3), 25-44

Full text
kupfer_et_al._jm_2018_the_role_of_the_partner_brands_social_media_power_in_brand_alliances.pdf

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