A Cross-Cultural Study on the Influencing Factors for Consumer Attitude Towards International Co-branding Alliance

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Keywords	cross cultural marketing, co-branding, brand alliance, brand coolness, consumer ethnocentrism, brand fit
Thesis Advisor	Waarts, Erik, Chakrabarti, Ronika
Persistent URL	hdl.handle.net/2105/74479
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA 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	Wu, Jiali. (2024). A Cross-Cultural Study on the Influencing Factors for Consumer Attitude Towards International Co-branding Alliance. In Marketing Management.http://hdl.handle.net/2105/74479

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