Exploratory study of perceived brand-image inconsistency in traditional versus Internet-based promotions.

This paper attempts to explore whether brands (in the fastfood and handphone industries) have consistent online and offline brand images. The nature and implicationsof any inconsistencies found are reviewed.

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Bibliographic Details
Main Authors: Neo, Yen Leng., Tan, Jinyu., Teo, Weini.
Other Authors: Xia, Yang
Format: Final Year Project
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/8292
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Institution: Nanyang Technological University