Jan-Alexander Huber

Bain & Company

Karlsplatz 1

D-80335 Munich, 02118

Germany

SCHOLARLY PAPERS

2

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10

Scholarly Papers (2)

1.

Co-Branding: The State of the Art

Schmalenbach Business Review, Vol. 60, October 2008 , University of Fribourg Marketing Working Paper No. 1
Number of pages: 19 Posted: 13 Jun 2007
Bernd Helmig, Jan-Alexander Huber and Peter S.H. Leeflang
Department of Business Administration, Chair Public & Nonprofit Management, Bain & Company and University of Groningen - Faculty of Economics and Business
Downloads 2,562 (6,588)

Abstract:

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Co-branding, Spill-Over Effects, Success Factors of Co-brands

2.

Explaining Behavioural Intentions Toward Co-Branded Products

Journal of Marketing Management, Forthcoming
Number of pages: 39 Posted: 12 Sep 2006
Bernd Helmig, Jan-Alexander Huber and Peter S.H. Leeflang
Department of Business Administration, Chair Public & Nonprofit Management, Bain & Company and University of Groningen - Faculty of Economics and Business
Downloads 450 (81,139)
Citation 1

Abstract:

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Co-branded products, Behavioural intentions, Brand attitudes, Consumer motives, Brand/Product fit