search query: @author Brodie, R.J. / total: 3
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| Author: | Durme, J. Van Brodie, R.J. Redmore, D. |
| Title: | Brand equity in cooperative business relationships : exploring the development of a conceptual model |
| Journal: | Marketing Theory
2003 : MAR, VOL. 3:1, p. 37-57 |
| Index terms: | BRANDS MARKETING MODELS |
| Language: | eng |
| Abstract: | In this article the authors develop an abstract model which sifts how and why equity and relational assets of cooperative partner may transfer to the firm. The authors pay attention especially to trust and reputation of a company and adapt them into the model. |
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