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Brand and retailer co-branding: Examining factors to favourably change consumers' brand evaluations

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Michelle Childs, Byoungho Ellie Jin
Journal: Journal of Fashion Marketing and Management
Journal of Fashion Marketing and Management: An International Journal (2020) 24 (1): 49–65.
https://doi.org/10.1108/JFMM-03-2019-0061
Published: 22 April 2020
... brand Time duration Consumers' extent of brand exposure can impact their evaluation and purchase intentions of the brand (Ku et al., 2013 ; Simonin and Ruth, 1998 ; Stankeviciute and Hoffmann, 2012). However, greater brand exposure may make the brand too widespread and therefore less...
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