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The Role of the Partner Brand’s Social Media Power in Brand Alliances.

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Bibliographic Details
Title: The Role of the Partner Brand’s Social Media Power in Brand Alliances.
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
DOI:10.1509/jm.15.0536