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Measuring Customer-Based Restaurant Brand Equity

✍ Scribed by Kim, Woo G.; Kim, Hong-Bumm

Book ID
121841149
Publisher
SAGE Publications
Year
2004
Tongue
English
Weight
269 KB
Volume
45
Category
Article
ISSN
1552-3853

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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