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Exploring borrowed brand equity

Author

Listed:
  • Muravskii, D.
  • Smirnova, M.

Abstract

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.

Suggested Citation

  • Muravskii, D. & Smirnova, M., 2015. "Exploring borrowed brand equity," Working Papers 6431, Graduate School of Management, St. Petersburg State University.
    • Handle: RePEc:sps:wpaper:6431
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    File URL: https://dspace.spbu.ru/handle/11701/6431
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    References listed on IDEAS

    as
    1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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