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

• 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
• Institution: Nanyang Technological University

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...