Brand equity as a predictor of market share.
The study addresses the issue of how brand equity can affect the market share of the company. Thus, the factors of brand equity will also in turn affect market share. As such, this paper seeks to identify the extent in which such factors affect market share and the predictive value of brand equity a...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/11172 |
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| Institution: | Nanyang Technological University |
| Summary: | The study addresses the issue of how brand equity can affect the market share of the company. Thus, the factors of brand equity will also in turn affect market share. As such, this paper seeks to identify the extent in which such factors affect market share and the predictive value of brand equity as a whole. |
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