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By Borovikov V. A.

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He served as Editor of Sport Marketing Quarterly. A recent ASA study classified him as one of the 50 most frequently cited marketing professors. ABOUT THE AUTHORS xxxi Ah-Keng Kau is a professorial fellow with the NUS Business School, National University of Singapore, and the Deputy Director of NUS Entrepreneurship Center. K. He has done and supervised many studies on services marketing. He has published extensively in various international journals, including the Journal of Marketing Research, International Marketing Review, Journal of Business Ethics, Internal Journal of Small Business, Journal of International Consumer Marketing, Tourism Management, Psychology and Marketing, Journal of Travel Research and Social Indicators Research.

She has presented seven Chinese and English conference papers. Adam Marquardt is a Marketing PhD student in the Charles H. Lundquist College of Business at the University of Oregon. He obtained his MBA from the University of Tennessee at Knoxville, with concentrations in marketing, integrated value chain management, and sports management. His research interests include entrepreneurial value proposition creation, self-image and brand image congruence, and the building of customer relationships through brand imagery and affiliation.

Examples of composite cobrands presently in the marketplace include the Eddie Bauer edition of the Ford Explorer, Kellogg’s Disney line of cereals and the L. L. Bean version of the Subaru Outback. Source of Added Product Value Virtually since Gardner and Levy (1955) first discussed brand image, marketers have recognized that the brand image not only summarizes consumer experience with the products of a brand, but can actually alter that experience. For example, consumers have been shown to perceive that their favorite brands of food or beverage taste better than those of competitors in unblinded as compared with blinded taste tests (Allison & Uhl, 1964).

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