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

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

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.