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:
Online Access:http://hdl.handle.net/10356/1466
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Institution: Nanyang Technological University
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