Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.

• Main Author: Chua, Matthew Han Ming.
• Other Authors: Nanyang Business School
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management; DRNTU::Business::Advertising::Product
• Online Access: http://hdl.handle.net/10356/7199
• Institution: Nanyang Technological University

In this study, consumer behavioral explanations are sought to support the conceptual soundness and benefits of the Goodyear model to brand managers. Two separate sub-studies are undertaken, corresponding to two different stages of the Goodyear model.