Please use this identifier to cite or link to this item:
https://hdl.handle.net/10356/7199| Title: | Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon. | Authors: | Chua, Matthew Han Ming. | Keywords: | DRNTU::Business::Marketing::Product management DRNTU::Business::Advertising::Product |
Issue Date: | 2002 | Abstract: | In this study, consumer behavioral explanations are sought to support the conceptual soundness and benefits of the Goodyear model to brand managers. Two separate sub-studies are undertaken, corresponding to two different stages of the Goodyear model. | URI: | http://hdl.handle.net/10356/7199 | Schools: | Nanyang Business School | Rights: | Nanyang Technological University | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
| Appears in Collections: | NBS Theses |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| NBS-THESES_159.pdf Restricted Access | 6.15 MB | Adobe PDF | View/Open |
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