A relationship between preferences for product attributes and brand equity and purchase intention.

• المؤلفون الرئيسيون: Ho, Brian Guan Long., Lee, Yu Fen., Yap, Wei Qi.
• مؤلفون آخرون: Benjamin Kartono
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2011
• الموضوعات: DRNTU::Business::Marketing::Product management
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/44215

A strong brand is one of the most valuable assets that a firm can have, and proper management of brand equity is essential for businesses. The purpose of this project is to study the relationship between consumer preferences for a branded product’s attributes and its brand equity, and to ex...