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April 4, 2019Psychology and Marketing

What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership

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Authors

NKNicole Koschate‐FischerWHWayne D. HoyerCWChristiane Wolframm

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Koschate‐Fischer et al. (2019) studied this question.

synapsesocial.com/papers/6a1efbfd459b8c409ce6b2f8https://doi.org/10.1002/mar.21210
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