Customer-Based Brand Equity Effects on Consumer Responses : A Study on Mobile Phone Brand

Brand equity is very important to marketers of' consumer goods and service. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to accept possible brand extension and willi...

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Bibliographic Details
Main Author: Shazana, Mohd. Shariff
Format: Thesis
Language:eng
eng
Published: 2002
Subjects:
Online Access:https://etd.uum.edu.my/954/1/SHAZANA_MOHAMED_SHARIFF.pdf
https://etd.uum.edu.my/954/2/1.SHAZANA_MOHAMED_SHARIFF.pdf
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