Service brand equity.

• Main Authors: Ow, Xiu Jing., Ching, Priscilla Wei San., Khng, Liling.
• Other Authors: Hooi, Den Huan
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/9117
• Institution: Nanyang Technological University

Despite tremendous interest in brand equity, there is a significant lack of research in its existence and application, in service industries. This project explored service brand equity by applying an adapted customer-based brand equity framework to a service industry, in particular, the fast food in...