Cogent Business & Management
Volume 2, 2015 - Issue 1
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Research Article
How positioning strategies affect co-branding outcomes
Hilary WasonDepartment of Strategy, Marketing & Innovation, Kingston Business School, Kingston-upon-ThamesKT2 7LB, UKCorrespondence[email protected]
https://orcid.org/0000-0002-5546-1088View further author information
& https://orcid.org/0000-0002-5546-1088View further author information
Nathalie CharltonDepartment of Strategy, Marketing & Innovation, Kingston Business School, Kingston-upon-ThamesKT2 7LB, UKView further author information
Article: 1092192
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Received 08 Jun 2015, Accepted 04 Sep 2015, Published online: 19 Oct 2015
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