A relationship between preferences for product attributes and brand equity and purchase intention.
A strong brand is one of the most valuable assets that a firm can have, and proper management of brand equity is essential for businesses. The purpose of this project is to study the relationship between consumer preferences for a branded product’s attributes and its brand equity, and to ex...
Main Authors: | Ho, Brian Guan Long., Lee, Yu Fen., Yap, Wei Qi. |
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Other Authors: | Benjamin Kartono |
Format: | Final Year Project (FYP) |
Language: | English |
Published: |
2011
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/44215 |
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