Authors: Swaminathan, Vanitha Gürhan-Canli, Zeynep Kubat, Umut Hayran, Ceren

Citation: Swaminathan, Vanitha et al., How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective, Journal of consumer research JCR;Consumer research , 42(1), 2015, pp. 45-58