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

• المؤلف الرئيسي: Chua, Matthew Han Ming.
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Theses and Dissertations
• اللغة: English
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Product management; DRNTU::Business::Advertising::Product
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/7199

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.