Blar i NHH Brage på forfatter "Peixoto, Gabriel"
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Can brands have superheroes? : a study investigating the effects of brand alliances with superhero characters on the evaluation of the host brand
Hégner, Noémi; Peixoto, Gabriel (Master thesis, 2017)Despite the growing popularity of brand alliances, there has been a fairly low amount of research regarding this strategy if compared to others, such as brand extensions. Additionally, there is an increasing trend of ...