Corporate Name vs Brand Name: Demystification of Controversy
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...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2000
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/249 https://ink.library.smu.edu.sg/context/lkcsb_research/article/1248/viewcontent/auto_convert.pdf |
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| Institution: | Singapore Management University |
| Language: | English |