Too much of a good thing: Ceiling effects for strong partners in brand alliances
- Author(s)
- Marion Garaus, Arnd Florack, Elisabeth Wolfsteiner
- Organisation(s)
- Department of Occupational, Economic and Social Psychology, Department of Accounting, Innovation and Strategy
- Publication date
- 2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/29721f2c-9cf7-499b-9c2b-43bad8f2ca7c