Co-branding: the state of the art

Leeflang, Peter S.H. (2008) Co-branding: the state of the art. Schmalenbach Business Review, 60 (October). p. 359-377. ISSN 0341-2687.

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In this study I critically review models that specify competitive reaction effects. I discuss different model structures and summarize my findings on competitive reaction effects and factors that explain competitive reactions. I discuss the many models of competitive market response that have been developed and classify them into twelve sets of models that are related to each other in a logical manner through the evolutionary model-building concept.

Item Type:Article
Research documents and activity classification:Journal Articles > Articles > Articles published in or submitted to a Journal without IF
Divisions:Department of Business and Management
Uncontrolled Keywords:Competition, Marketing, Models
MIUR Scientific Area:Area 13 - Economics and Statistics > SECS-P/08 Corporate Finance
Deposited By:Maria Teresa Nistico
Deposited On:06 Dec 2010 12:01
Last Modified:04 Dec 2014 15:02

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