Ingredient Branding Failures: the Role of Involvement in Assigning Blame to Partner Brands

Jeffrey P. Radighieri, Babu John Mariadoss, Yany Gregoire, Jean Johnson

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)123-138
JournalMarketing Letters
StatePublished - 2013

Cite this