Building brand equity and public relations value through special events.
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.
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Main Authors: | Chong, Weiyong., Lee, Adrian Liang Tar. |
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Other Authors: | Gan, Su-lin |
Format: | Final Year Project |
Published: |
2008
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/1066 |
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Institution: | Nanyang Technological University |
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