Shared Brand Equity

نویسندگان

چکیده

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands contribute to the equity of two or more brands. Brand equity, since inception, has been concerned with value a brand, how this is built measured, marketplace responds it. Based on previous work in response current marketing practices, authors suggest that concept shared where collaborative efforts result connectivity brands, needed better explain guide advertising communications research practice. Drawing developments cognitive psychology, we developed it persists, role plays semantic/associative neighborhoods, explains findings. We offer set propositions, well concrete examples usefulness theoretical approach.

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ژورنال

عنوان ژورنال: Journal of Advertising

سال: 2022

ISSN: ['0091-3367', '1557-7805']

DOI: https://doi.org/10.1080/00913367.2022.2131656