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

• المؤلفون الرئيسيون: Neo, Yen Leng., Tan, Jinyu., Teo, Weini.
• مؤلفون آخرون: Xia, Yang
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business
• الوصول للمادة أونلاين: 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.