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Issue:

Business

 

Written by:

Walter P

 

Date added:

July 21, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

30 / 8277

 

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3873 times

 

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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...
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As hypothesized, product trial moder- ates the equity value of the alliance partner for experience attrib- utes, and brand equity of the partner brands influences consumer perceptions of the alliance brand’s equity. © 2004 Wiley Periodi- cals, Inc. Psychology &Marketing,Vol. 21(7): 487–508 (July 2004) Published online inWiley InterScience (www...
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