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 Nisticò
Date Deposited: 06 Dec 2010 11:01
Last Modified: 22 Apr 2015 00:13


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