Browsing NHH Brage by Author "Sandset, Kasim Bijou"

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Consumer evaluation of multiple brand alliance partners : the moderating roles of consumer and brand gender

Rørvik, Anders; Sandset, Kasim Bijou (Master thesis, 2009)

This thesis examines the concept of brand alliances and the effects of multiple partners. In addition, the moderating roles of consumer and brand gender are investigated in a brand alliance context. Results from the ...