Kevin E. Voss and Xiang Fang are Associate Professors of Marketing, Spears School of Business, Oklahoma State University. Bashar Gammoh is Associate Professor of Marketing, College of Business Administration, University of Toledo. The authors appreciate the helpful comments of Bev Dunham, Todd Arnold, and two anonymous reviewers on earlier versions of this article.
How does a Brand Ally Affect Consumer Evaluations of a Focal Brand?
Article first published online: 12 NOV 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 12, pages 929–940, December 2012
How to Cite
Voss, K. E., Gammoh, B. S. and Fang, X. (2012), How does a Brand Ally Affect Consumer Evaluations of a Focal Brand?. Psychol. Mark., 29: 929–940. doi: 10.1002/mar.20575
- Issue published online: 12 NOV 2012
- Article first published online: 12 NOV 2012
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