✦ LIBER ✦

Brand Equity and Shareholder Value

✍ Scribed by Charles Pahud de Mortanges; Allard van Riel

Book ID: 114198368
Publisher: Elsevier Science
Year: 2003
Tongue: English
Weight: 225 KB
Volume: 21
Category: Article
ISSN: 0263-2373
DOI: 10.1016/s0263-2373(03)00076-8

No coin nor oath required. For personal study only.

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## Abstract This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer‐based brand equity (that is, brand equity as seen from the customer's pers