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Yicong, Zhang ; Xiaoling, Guo ; Yifan, Qu. (2025) Brand extension or co-branding: The consumers attribution of responsibility to the crossover strategies of heritage brands.
In: Journal of Retailing and Consumer Services. RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004296.

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cites:

Besharat, A. How co-branding versus brand extensions drive consumers' evaluations of new products: a brand equity approach. 2010 Ind. Market. Manag.. 39 1240-1249

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