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The relationship of reputation and credibility to brand success

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What is the importance of a firm's reputation to the success or failure of its brands? What is the effect on the firm's brands when a firm's reputation, either through acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Can a brand's reputation be transferred successfully to other products? These issues are addressed.
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Keywords: Brand Identity; Brand Image; Brand Loyalty; Marketing; Product Management

Document Type: Research Article

Publication date: April 1, 1995

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