Key points are not available for this paper at this time.
Allan D. Shocker, Rajendra K. Srivastava, Robert W. Ruekert, Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue, Journal of Marketing Research, Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 149-158
Shocker et al. (Sun,) studied this question.