A relationship between preferences for product attributes and brand equity and purchase intention.
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...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44215 |
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| Institution: | Nanyang Technological University |
| Language: | English |