𝔖 Bobbio Scriptorium
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Measuring customer‐based brand equity

✍ Scribed by Lassar, Walfried; Mittal, Banwari; Sharma, Arun

Book ID
118020264
Publisher
Emerald Group Publishing Limited
Year
1995
Tongue
English
Weight
49 KB
Volume
12
Category
Article
ISSN
0736-3761

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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