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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
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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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