Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

Feb 1, 1998
By: Simonin BL; Ruth JA Journal of Marketing Research SAGE Publications 30 - 42
Bernard Simonin
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Bernard Simonin
Copy Citation Simonin, B. L., & Ruth, J. A. (1998). Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes. Journal of Marketing Research, 35(1), 30-42. doi:10.1177/002224379803500105 Copied to clipboard.
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