The development of brand as a heuristic : an exploratory study.
Ho, Kuo Chen.
Yin, Yong Yong.
Ng, Kok Tong.
Date of Issue2004
College of Business (Nanyang Business School)
The study is on brand development as a heuristics. This study compares the differences and similarities between different age group in terms of brand heuristics through the theory of cognitive development and brand association.
Final Year Project (FYP)
Nanyang Technological University