유통업상표와 제조업체상표 제휴에 있어 브랜드 자산의 영향에 관한 연구

The Study of Brand Equity Effects in Alliance Between Private brand"s and National brand"s

&nbsp;&nbsp;This Research is to examine brand equity effects in alliance between private brand and naitonal brand. More detailly explaining, as followed;<BR>&nbsp;&nbsp;first, how the brand equity affects consumer evaluations of an alliance brand.<BR>&nbsp;&nbsp;second, how the brand equity of one partner brands affects consumer&quot;s evaluations of the alliance brand.<BR>&nbsp;&nbsp;The results of research suggest that merely the acting private brand&quot;s ally with national brand&quot;s elevates consumer&quot;s evaluations of private brand equity more than before alliance. But in view of national brand&quot;s, brand equity of the private brands influences consumer perceptions of national brand equity in alliance. Through this results retailers or manufactures which hope to ally have to understand importance of partner selection.