African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

An empirical study of consumers’ emotional reaction on brand collaboration

Jianrong Hou
  • Jianrong Hou
  • Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China.
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Xiaofeng Zhao
  • Xiaofeng Zhao
  • College of Business, University of Mary Washington, Fredericksburg, Virginia, USA.
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Yingkui Li
  • Yingkui Li
  • Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China.
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  •  Received: 01 September 2016
  •  Accepted: 05 October 2017
  •  Published: 14 November 2017

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