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Critical factors for developing brand equity: an empirical investigation in Malaysia

The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succee...

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Bibliographic Details
Main Authors:	Silva, Suranga, Nikhashemi, Seyed Rajab, Haque, A. K. M. Ahasanul, Yasmin, Farzana, Khatibi, Ali
Format:	Article
Language:	English
Published:	International Organization of Scientific Research (IOSR) 2012
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/1/Critical_Factors_for_Developing_Brand_Equity_An_Empirical_Investigation_In_Malaysia.pdf

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