Exploring the perceptions & practices of brand management in the local television broadcast industry.

• Main Author: Chua, Stella Seoh Hoon.
• Other Authors: Lee, Chun Wah
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Mass media::Broadcasting::TV; DRNTU::Business::Industries and labor; DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/2113
• Institution: Nanyang Technological University

This study explores the perceptions and practices of brand management in the local television broadcast industry from the different players, namely local and foreign broadcast, branding consultants and the audience.