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| Tekijä: | Lebar, E. (et al.) |
| Otsikko: | Brand equity implications of joint branding programs |
| Lehti: | Journal of Advertising Research
2005 : DEC, VOL. 45:4, p. 413-425 |
| Asiasana: | brands advertising consumers consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | This paper reports using Young & Rubicam's BrandAsset Valuator model and research tool to examine how joint branding influences consumer perception of brands. Results show that brand alliances can help build brand equity but only in certain conditions and ways. |
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