Creating and Using the Relationships Between Brand and Customers: The Case of Licensing and Brand Alliances (notice n° 502518)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01145cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121083132.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ghewy, Pierre |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Creating and Using the Relationships Between Brand and Customers: The Case of Licensing and Brand Alliances |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2010.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 38 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The brand is an intangible asset in terms of marketing that creates a relationship with customers. The brand is a source of added value. Thanks to its reputation it enables customers to distinguish between the marketing offers. The brand equity can be created new or taken from an old brand or a resurrected brand. When it is created it can be used for a single brand or associated with other brands through licenses or brand alliances. JEL code: M31 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | licensing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand alliances |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand capital |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | partnership |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | value |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Innovations | o 32 | 2 | 2010-06-17 | p. 147-158 | 1267-4982 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-innovations-2010-2-page-147?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-innovations-2010-2-page-147?lang=en&redirect-ssocas=7080</a> |
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