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Title: Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
Authors: Han, Christine
Keywords: DRNTU::Social sciences::Communication::Promotional communication
Issue Date: 2002
Abstract: This study explores the role of advertising in creating brand image, by providing a target framework in which management, creative people and researchers can execute and objective standard against which the results can be evaluated. The study also examines the highly successful brand image and advertising strategies of two prominent brands – Nike and McDonalds’ in today’s marketing world.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

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