Classic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.
Chua, Matthew Han Ming.
Date of Issue2002
College of Business (Nanyang Business School)
In this study, consumer behavioral explanations are sought to support the conceptual soundness and benefits of the Goodyear model to brand managers. Two separate sub-studies are undertaken, corresponding to two different stages of the Goodyear model.
Nanyang Technological University