Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image

Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image

This study explores the role of advertising in creating brand image, by providing a target framework in which management, creative people and researchers can execute and objective standard against which the results can be evaluated. The study also examines the highly successful brand image and adver...

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Bibliographic Details
Main Author: Han, Christine
Other Authors: Lee, Chun Wah
Format: Theses and Dissertations
Published: 2008
Subjects:
DRNTU::Social sciences::Communication::Promotional communication
Online Access:http://hdl.handle.net/10356/1466
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-1466
record_format dspace
spelling sg-ntu-dr.10356-14662019-12-10T13:57:28Z Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image Han, Christine Lee, Chun Wah Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Promotional communication This study explores the role of advertising in creating brand image, by providing a target framework in which management, creative people and researchers can execute and objective standard against which the results can be evaluated. The study also examines the highly successful brand image and advertising strategies of two prominent brands – Nike and McDonalds’ in today’s marketing world. ​Master of Mass Communication 2008-09-10T08:33:34Z 2008-09-10T08:33:34Z 2002 2002 Thesis http://hdl.handle.net/10356/1466 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
topic DRNTU::Social sciences::Communication::Promotional communication
spellingShingle DRNTU::Social sciences::Communication::Promotional communication
Han, Christine
Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
description This study explores the role of advertising in creating brand image, by providing a target framework in which management, creative people and researchers can execute and objective standard against which the results can be evaluated. The study also examines the highly successful brand image and advertising strategies of two prominent brands – Nike and McDonalds’ in today’s marketing world.
author2 Lee, Chun Wah
author_facet Lee, Chun Wah
Han, Christine
format Theses and Dissertations
author Han, Christine
author_sort Han, Christine
title Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
title_short Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
title_full Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
title_fullStr Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
title_full_unstemmed Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
title_sort advertising drives brand equity by creating or enhancing brand image (biel,1993) : exploring the role of advertising in creating brand image
publishDate 2008
url http://hdl.handle.net/10356/1466
_version_ 1681043401847341056

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