The Impact of Product and Brand Fit on the Consumption Value: The Case of Brand Alliances

Research output: Chapter in Book/Report/Conference proceeding › Conference paper › peer-review

Original language	English
Title of host publication	Academy of Marketing
Publisher	Academy of Marketing
Publication status	Published - 2019
Event	Academy of Marketing Conference - United Kingdom, London, United Kingdom Duration: 4 Jul 2019 → … https://www.academyofmarketing.org/conference/conference-2019/

Conference	Academy of Marketing Conference
Country/Territory	United Kingdom
City	London
Period	4/07/2019 → …
Internet address	https://www.academyofmarketing.org/conference/conference-2019/

Keywords

@inbook{47b2ad53c18646d598017087ea763834,

title = "The Impact of Product and Brand Fit on the Consumption Value: The Case of Brand Alliances",

keywords = "brand alliances, Regulatory focus",

author = "Ilia Protopapa",

year = "2019",

language = "English",

booktitle = "Academy of Marketing",

publisher = "Academy of Marketing ",

note = "Academy of Marketing Conference ; Conference date: 04-07-2019",

url = "https://www.academyofmarketing.org/conference/conference-2019/",

}