Corporate Name vs Brand Name: Demystification of Controversy

• Main Authors: GHOSH, B. C., CHAN, Min Lie, TAN, Wee Liang
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2000
• 主題: Advertising and Promotion Management; Business and Corporate Communications
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/249; https://ink.library.smu.edu.sg/context/lkcsb_research/article/1248/viewcontent/auto_convert.pdf
• 機構: Singapore Management University

The board of directors worry about it, researchers paper it, and ad men talk about it. But few managers really know whether or not image affects the purchase of the company’s products - particularly in the consumer market” [Hardy 1970, pg. 70]. Up till today, there remains a general lack of understa...