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

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

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.

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Bibliographic Details
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
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Institution: Nanyang Technological University
Language: English
Description
Summary: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.

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