title: Exploring borrowed brand equity
metadata.name: dc.contributor.author
metadata.value: Muravskii, D.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-06-03T12:14:30Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-06-03T12:14:30Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2015
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6431
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: In the study, borrowed brand equity is introduced as a construct, which is supposed to have a strong effect on brand equity leveraging and hence could be an important source of competitive advantage for companies. It is suggested that the brand image and awareness of brands associated with the focal brand impact the effectiveness of marketing programs. The introduction of the borrowed brand equity construct to the customer-based brand equity model also makes it possible to explore the impact of brand symbolism and customer value propositions and with that contribute to closing the theoretical gap between customer value and brand equity.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: Graduate School of Management, St. Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Working Papers;#24(E)-2015
metadata.lang: -
metadata.name: dc.subject
metadata.value: Brand equity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Brand alliances
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Brand equity measurement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Defining brand equity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Literature review
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Exploring borrowed brand equity
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: en_GB
resources.filename: 24_WP 2015 Muravskii Smirnova.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6431/1/24_WP%202015%20Muravskii%20Smirnova.pdf
resources.format: Adobe PDF
resources.size: 422,66 kB