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Title: Exploratory study of perceived brand-image inconsistency in traditional versus Internet-based promotions.
Authors: Neo, Yen Leng.
Tan, Jinyu.
Teo, Weini.
Keywords: DRNTU::Business
Issue Date: 2002
Abstract: This paper attempts to explore whether brands (in the fastfood and handphone industries) have consistent online and offline brand images. The nature and implicationsof any inconsistencies found are reviewed.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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