An empirical study on brand equity in Malaysian fast food industry
The main objective of this study was to develop a customer-based brand equity model in the context of Malaysian fast food industry. Importantly, this study investigates the casual relationships among dimensions of consumer-based brand equity. In the same vein, it classifies the dimensions of Aaker’s...
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Main Author: | Tan, Teck Ming |
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Format: | Thesis |
Published: |
2012
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