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Brand Equity Implications of Joint Branding Programs

Author

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  • LEBAR, ED
  • BUEHLER, PHIL
  • KELLER, KEVIN LANE
  • SAWICKA, MONIKA
  • AKSEHIRLI, ZEYNEP
  • RICHEY, KEITH

Abstract

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Suggested Citation

  • Lebar, Ed & Buehler, Phil & Keller, Kevin Lane & Sawicka, Monika & Aksehirli, Zeynep & Richey, Keith, 2005. "Brand Equity Implications of Joint Branding Programs," Journal of Advertising Research, Cambridge University Press, vol. 45(04), pages 413-425, December.
  • Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:413-425_05
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    Cited by:

    1. Fabrice Larceneux & Florence Benoît-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Post-Print hal-00656485, HAL.
    2. repec:eee:joreco:v:16:y:2009:i:6:p:477-485 is not listed on IDEAS
    3. Fabrice Larceneux & Florence Benoit-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Journal of Consumer Policy, Springer, vol. 35(1), pages 85-104, March.
    4. Mark ANDERSON & Peter MARTINS DA SILVA, 2015. "Evaluations of Co-Brands: A Two-Country Comparison," Expert Journal of Marketing, Sprint Investify, vol. 3(2), pages 51-61.
    5. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.

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