The challenges of sharing: brands as club goods (2009)

Author(s): Tregear A, Gorton M

      • Date: 2009
      • Journal: European Journal of Marketing
      • Volume: 43
      • Issue: 5/6
      • Pages: 826-842
      • Publisher: Emerald Group Publishing Limited
      • Publication type: Article
      • Bibliographic status: Published

      Keywords: Brands, Brand management, Strategic alliances


      Dr Matthew Gorton
      Reader in Marketing, Joint Head of Marketing, Operations and Systems Group