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Does counterfeiting affect luxury customer-based brand equity?

✍ Scribed by Gabrielli, Veronica (author);Grappi, Silvia (author);Baghi, Ilaria (author)

Book ID
118030897
Publisher
Palgrave Publishers Ltd.
Year
2012
Tongue
English
Weight
174 KB
Volume
19
Category
Article
ISSN
1350-231X

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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