A chip off two old blocks: The influence of fit on the evaluation of a co-brand product

L.M. Bouten, H.J. Hultink, H.M.J.J. Snelders

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

    Original languageEnglish
    Title of host publicationConference proceedings Sustainable Marketing Leadership A synthesis of polymorphous axioms, strategies and tactics 35th EMAC Conference 2006
    EditorsG.J. Avlonitis, N. Papavassiliou, P. Papastathopoulou
    Place of PublicationAthens
    PublisherEMAC
    Pages1-6
    ISBN (Print)960-89199-0-8
    Publication statusPublished - 2006

    Cite this

    Bouten, L. M., Hultink, H. J., & Snelders, H. M. J. J. (2006). A chip off two old blocks: The influence of fit on the evaluation of a co-brand product. In G. J. Avlonitis, N. Papavassiliou, & P. Papastathopoulou (Eds.), Conference proceedings Sustainable Marketing Leadership A synthesis of polymorphous axioms, strategies and tactics 35th EMAC Conference 2006 (pp. 1-6). EMAC.