Configuring integrated marketing communication towards brand image and brand equity of Malaysian higher educational institutions /
Due to its unique characteristics (variability, perishability, inseparability and so on), managing a service brand is relatively challenging compared to product industry. In addition, numerous perceived risks are associated with it. The branding of a service can therefore plays crucial role in minim...
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| Format: | Thesis |
| Language: | English |
| Published: |
Kuala Lumpur :
Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia,
2015
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| Subjects: | |
| Online Access: | Click here to view 1st 24 pages of the thesis. Members can view fulltext at the specified PCs in the library. |
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