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The Role of the Partner Brand's Social Media Power in Brand Alliances

Kupfer Ann-Kristin, Pähler_vor_der_Holte Nora, Kübler Raoul V., Hennig-Thurau Thorsten

Research article (journal) | Peer reviewed

Details about the publication

Journal: Journal of Marketing (J Mark)
Volume: 82 (3), 25-44
Status: Published
Release year: 2018
Language in which the publication is written: English
Link to the full text: https://www.marketingcenter.de/sites/mcm/files/downloads/research/lmm/literature/kupfer_et_al._jm_2018_the_role_of_the_partner_brands_social_media_power_in_brand_alliances.pdf

Authors from the University of Münster

Hennig-Thurau, Thorsten
Chair for Marketing & Media
Kübler, Raoul Volker
Junior professorship for marketing (jpm)