Building brand equity and public relations value through special events.

• Main Authors: Chong, Weiyong., Lee, Adrian Liang Tar.
• 其他作者: Gan, Su-lin
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• 在線閱讀: http://hdl.handle.net/10356/1066

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.