Measuring brand power : a model using preference regression
In recent years the concept of brand has begun to receive much attention from both academics and practitioners. Going into the 90's competition has globalized and business survival has become ever harder. Branding has become a key factor to sustain or extend the business, because understanding,...
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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2009
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| Online Access: | http://hdl.handle.net/10356/20074 |
| _version_ | 1811678262070345728 |
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| author | Na, Woon Bong |
| author2 | Roger, Marshall |
| author_facet | Roger, Marshall Na, Woon Bong |
| author_sort | Na, Woon Bong |
| collection | NTU |
| description | In recent years the concept of brand has begun to receive much attention from both academics and practitioners. Going into the 90's competition has globalized and business survival has become ever harder. Branding has become a key factor to sustain or extend the business, because understanding, measuring and capitalising on brand equity can lead to market leadership, a stable or sustainable competitive advantage, international reach, and long-run profit for a company. This renewed interest in branding has provided the motivation for this thesis, which is about measuring brand equity. |
| first_indexed | 2024-10-01T02:50:28Z |
| format | Thesis |
| id | ntu-10356/20074 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T02:50:28Z |
| publishDate | 2009 |
| record_format | dspace |
| spelling | ntu-10356/200742024-01-12T10:09:41Z Measuring brand power : a model using preference regression Na, Woon Bong Roger, Marshall Nanyang Business School DRNTU::Business::Advertising::Product In recent years the concept of brand has begun to receive much attention from both academics and practitioners. Going into the 90's competition has globalized and business survival has become ever harder. Branding has become a key factor to sustain or extend the business, because understanding, measuring and capitalising on brand equity can lead to market leadership, a stable or sustainable competitive advantage, international reach, and long-run profit for a company. This renewed interest in branding has provided the motivation for this thesis, which is about measuring brand equity. Doctor of Philosophy (NBS) 2009-12-14T08:06:21Z 2009-12-14T08:06:21Z 1996 1996 Thesis http://hdl.handle.net/10356/20074 en NANYANG TECHNOLOGICAL UNIVERSITY 299 p. application/pdf |
| spellingShingle | DRNTU::Business::Advertising::Product Na, Woon Bong Measuring brand power : a model using preference regression |
| title | Measuring brand power : a model using preference regression |
| title_full | Measuring brand power : a model using preference regression |
| title_fullStr | Measuring brand power : a model using preference regression |
| title_full_unstemmed | Measuring brand power : a model using preference regression |
| title_short | Measuring brand power : a model using preference regression |
| title_sort | measuring brand power a model using preference regression |
| topic | DRNTU::Business::Advertising::Product |
| url | http://hdl.handle.net/10356/20074 |
| work_keys_str_mv | AT nawoonbong measuringbrandpoweramodelusingpreferenceregression |