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Measuring the Impact of Brand Equity on Company Performance: A Study on the Mobile Phone Brands in The Klang Valley, Malaysia

Building and managing brand equity is emphasised in many consumer goods industry to ensure their success. The key to this success is understanding brand equity and managing it to achieve good financial results. Among the many methods of examining brand equity, this study chose the customer-based bra...

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Bibliographic Details
Main Author:	Hong, Amelia Woon Ai
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2007
Online Access:	https://eprints.nottingham.ac.uk/24241/

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