Blar i NHH Brage på forfatter "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 ...