FratFiles

• Save Paper

Brand Alliance and
Customer-Based
Brand-Equity Effects
Judith H.Washburn
University of Tampa
Brian D.Till
Saint Louis University
Randi Priluck
Pace University
ABSTRACT
This research examines brand alliances, a specific marketing strat-
egy 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 perspective) of partner brands affects
consumer evaluations of an alliance brand; how the brand equity
of one partner brand affects the other; how customer-based brand
equity of the partner brands affects consumers’ evaluations of the
search, experience, and credence attribute performance of the
alliance brand; and how product trial influences such evaluations.
Results suggest that merely the act of pairing with another brand
elevates consumers’ evaluations of the partner brands’ customer-......

View the rest of this paper...

Approximate Word Count: 8748
Approximate Pages: 35 (250 words per double-spaced page)

Similar Essays

1. Student Contractual Relationship
   

   Student Contractual Relationship ANALYSIS 1. Existence of the HEI–Student Contractual Relationship Clark v University of Lincolnshire and Humberside 2000 View - Clark, the

2. Student Debt
   

   Student Debt INTRODUCTION This report examines the increasing trends in the amount of debt students are graduating with. The purpose of this report is to prove why these trends

3. Student Life
   

   Student Life The academic experience of students in English universities Bahram Bekhradnia, Carolyn Whitnall and Tom Sastry Higher Education Policy Institute October 2006

4. Student Improvement Program In Alternative High School
   

   Student Improvement Program in Alternative High School Abstract This study examined program completion and student motivation among students within one particular alternative

5. Student Survival Guide
   

   Student Survival Guide Table of Contents Introduction…………………………………………………………….….1 Conducting successful internet and online library searches...………....1 -