Co-promotion: Do attribute similarity and complementarity in a co-promotion lead to a more positive attitude towards both brands?

Additional Metadata
Keywords	Complementarity, Similarity, Perceived fit, Co branding, Co promotion
Thesis Advisor	Rekom, J. van, Rijsdijk, S.A.
Persistent URL	hdl.handle.net/2105/26775
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Burggraaff, J. (2010, September 20). Co-promotion: Do attribute similarity and complementarity in a co-promotion lead to a more positive attitude towards both brands?. Marketing Management. Retrieved from http://hdl.handle.net/2105/26775

Co-promotion