Brand equity as a predictor of market share.

• Main Authors: Lim, Daphne Lian Eng., Koh, Hwei Mei., Loh, Eunice Puay San.
• Other Authors: Tan, Benjamin Lin Boon
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Product
• Online Access: http://hdl.handle.net/10356/11172
• Institution: Nanyang Technological University

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...