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

id	sg-ntu-dr.10356-7199
record_format	dspace
spelling	sg-ntu-dr.10356-71992024-01-12T10:08:42Z Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon. Chua, Matthew Han Ming. Nanyang Business School DRNTU::Business::Marketing::Product management DRNTU::Business::Advertising::Product 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. Master of Business 2008-09-18T07:41:28Z 2008-09-18T07:41:28Z 2002 2002 Thesis http://hdl.handle.net/10356/7199 en Nanyang Technological University 132 p. application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
language	English
topic	DRNTU::Business::Marketing::Product management DRNTU::Business::Advertising::Product
spellingShingle	DRNTU::Business::Marketing::Product management DRNTU::Business::Advertising::Product Chua, Matthew Han Ming. Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
description	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.
author2	Nanyang Business School
author_facet	Nanyang Business School Chua, Matthew Han Ming.
format	Theses and Dissertations
author	Chua, Matthew Han Ming.
author_sort	Chua, Matthew Han Ming.
title	Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
title_short	Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
title_full	Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
title_fullStr	Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
title_full_unstemmed	Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
title_sort	classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
publishDate	2008
url	http://hdl.handle.net/10356/7199
_version_	1789482883068461056

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

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