The impact of brand equity on students' choice of Business School.

• Main Authors: Tan, Karin Szu Ling., Toh, Sarah Kai Lynn., Lee, Delvin Fengming.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::General::Education
• Online Access: http://hdl.handle.net/10356/15258
• Institution: Nanyang Technological University

Brand equity can create associations that can drive market positions, persist over long time periods and be capable of resisting aggressive competitors. The concept of brand equity has been heavily researched in the area of goods; however, its relation to services, particularly educational services,...