# How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective

> Research article (Journal of Consumer Research, 2015) · cited 35× · AI/ML

**Wikidata**: [openalex:W2176831220](https://www.wikidata.org/wiki/openalex:W2176831220)  
**Source**: https://4ort.xyz/entity/how-when-and-why-do-attribute-complementary-versus-attribute-similar-cobrands-affect-brand-evaluations-a-concept-combina