Brand alliance and customer-based brand-
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Judith H. Washburn; Brian D. Till; Randi Priluck
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Article
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2004
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John Wiley and Sons
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English
⚖ 111 KB
## 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