dc.contributor.authorChua, Matthew Han Ming.en_US
dc.date.accessioned2008-09-18T07:41:28Z
dc.date.available2008-09-18T07:41:28Z
dc.date.copyright2002en_US
dc.date.issued2002
dc.identifier.urihttp://hdl.handle.net/10356/7199
dc.description.abstractIn 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.en_US
dc.format.extent132 p.
dc.language.isoen
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Business::Marketing::Product management
dc.subjectDRNTU::Business::Advertising::Product
dc.titleClassic branding and new perspectives : moving from brand as reference to brand as personality to brand as icon.en_US
dc.typeThesisen_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.description.degreeMaster of Businessen_US


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