# Authenticity in horizontal marketing partnerships: A better measure of brand compatibility

> Research article (Journal of Business Research, 2019) · cited 60× · AI/ML

**Wikidata**: [openalex:W2936384484](https://www.wikidata.org/wiki/openalex:W2936384484)  
**Source**: https://4ort.xyz/entity/authenticity-in-horizontal-marketing-partnerships-a-better-measure-of-brand-compatibility