The Role of the Partner Brand’s Social Media Power in Brand Alliances.
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| Title: | The Role of the Partner Brand’s Social Media Power in Brand Alliances. |
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| Authors: | Kupfer, Ann-Kristin (AUTHOR) ann-kristin.kupfer@wiwi.unimuenster.de, vor der Holte, Nora Pähler (AUTHOR) nora.paehlervorderholte@wiwi.uni-muenster.de, Kübler, Raoul V. (AUTHOR) raoul.kubler@ozyegin.edu.tr, Hennig-Thurau, Thorsten (AUTHOR) thorsten@hennig-thurau.de |
| Source: | Journal of Marketing. May2018, Vol. 82 Issue 3, p25-44. 20p. 1 Diagram, 4 Charts. |
| Database: | Business Source Ultimate |
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| ISSN: | 00222429 |
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| DOI: | 10.1509/jm.15.0536 |
