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

• Main Authors: Neo, Yen Leng., Tan, Jinyu., Teo, Weini.
• 其他作者: Xia, Yang
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business
• 在線閱讀: http://hdl.handle.net/10356/8292

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.