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|Title:||Building brand equity and public relations value through special events.||Authors:||Chong, Weiyong.
Lee, Adrian Liang Tar.
|Keywords:||DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications||Issue Date:||2002||Abstract:||This paper aims to put forth the idea that building brand equity can occur through special events, and highlight certain benefits that such events-based promotional campaigns have as compared to a conventional media-based advertising campaign.||URI:||http://hdl.handle.net/10356/1066||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||WKWSCI Student Reports (FYP/IA/PA/PI/CA)|
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