Back to Search Start Over

Consumer evaluations of service co-branding

Authors :
Nai-Hwa Lien
Chien-Wei Chen
Source :
The Service Industries Journal. 38:995-1016
Publication Year :
2018
Publisher :
Informa UK Limited, 2018.

Abstract

Rooted in signaling theory, this paper investigates the effects of co-branding structure, category fit, and types of sales promotion on consumers’ evaluations of service brand alliance. Results of ...

Subjects

Subjects :
Structure (mathematical logic)
Service (business)
Alliance
Sales promotion
Management of Technology and Innovation
Strategy and Management
0502 economics and business
05 social sciences
050211 marketing
Advertising
Business
050203 business & management
Co-branding

Details

ISSN :
17439507 and 02642069
Volume :
38
Database :
OpenAIRE
Journal :
The Service Industries Journal
Accession number :
edsair.doi...........d247d6a9544d89e9e015c94fe20cda30
Full Text :
https://doi.org/10.1080/02642069.2018.1427738
Full Text Access
View/download PDF

Tools

Authors Abstract Subjects Details