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Essay Details:
Essay text:
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-
based brand equity, and high-equity partners enhance pretrial
evaluation of experience and credence attributes that are relevant
to the high-equity partner...
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