𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Customer Poaching and Brand Switching

✍ Scribed by Drew Fudenberg and Jean Tirole


Book ID
120813954
Publisher
The RAND Corporation
Year
2000
Tongue
English
Weight
569 KB
Volume
31
Category
Article
ISSN
0741-6261

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