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Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli

The concept of Customer Based Brand Equity (CBBE) was introduced in 1990's and since then there have been a few studies that apply the concept on television (TV) as media. Different characteristics of the business usually lead to different market structures at the industry level and in turn aff...

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Bibliographic Details
Main Author:	Razalli, Zakaria
Format:	Thesis
Language:	English
Published:	2016
Online Access:	https://ir.uitm.edu.my/id/eprint/17849/

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