Natalyya KhmelykovaPublished in:
Russian Journal of Entrepreneurship
– № 6-1 / June, 2011



Keywords: brand equity, co-branding, free associative experiment, secondary associations


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Abstract:

The article is devoted to the influence of co-branding on the brand equity. The article shows the transformation mechanism of the brand equity under the influence of co-branding. It presents the results of a free associative experiment, reflecting the influence exerted on the Adidas brand equity by the alliance with Samsung.

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