๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Internal brand equity defines customer experience

โœ Scribed by Palmer, Adrian; Ghose, Kamal


Book ID
124056980
Publisher
Emerald Group Publishing Limited
Year
2009
Tongue
English
Weight
69 KB
Volume
3
Category
Article
ISSN
1750-5933

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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 customerโ€based brand equity (that is, brand equity as seen from the customer's pers