Brand Equity in Prescription Drugs:A Study Of Malaysian Customer Perception towards Prescription Drugs Branding Based on Brand Equity Concept
When brand equity became a hot topic in the late 80’s, the success of one industry after another shows that it has a prominent role in the realm of marketing. According to David Aaker, brand equity can be categorised into brand awareness, brand associations, perceived quality, brand loyalty and othe...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2005
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| Online Access: | http://eprints.nottingham.ac.uk/24416/ http://eprints.nottingham.ac.uk/24416/1/thamhuilin.pdf |