Measuring brand power : a model using preference regression

• Main Author: Na, Woon Bong
• Other Authors: Roger, Marshall
• Format: Theses and Dissertations
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Advertising::Product
• Online Access: http://hdl.handle.net/10356/20074
• Institution: Nanyang Technological University

In recent years the concept of brand has begun to receive much attention from both academics and practitioners. Going into the 90's competition has globalized and business survival has become ever harder. Branding has become a key factor to sustain or extend the business, because understanding,...