African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4194

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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  • Google Scholar
Yingkui Li
  • Yingkui Li
  • Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China.
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  • Google Scholar


  •  Received: 01 September 2016
  •  Accepted: 05 October 2017
  •  Published: 14 November 2017

Authors

Jianrong Hou
Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China.

Xiaofeng Zhao
College of Business, University of Mary Washington, Fredericksburg, Virginia, USA.

Yingkui Li
Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China.

Corresponding Author Email: [email protected]



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This article is published under the terms of the Creative Commons Attribution License 4.0

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