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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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Bibliographic Details
Main Author:	Tham, Lin Hui
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2005
Online Access:	https://eprints.nottingham.ac.uk/24416/

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