✦ LIBER ✦

Linking Brand Equity to Customer Equity

✍ Scribed by Leone, R. P.; Rao, V. R.; Keller, K. L.; Luo, A. M.; McAlister, L.; Srivastava, R.

Book ID: 125479982
Publisher: SAGE Publications
Year: 2006
Tongue: English
Weight: 146 KB
Volume: 9
Category: Article
ISSN: 1094-6705
DOI: 10.1177/1094670506293563

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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