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Branding of free-to-air television stations: from customer-based to audience-based 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 affect s...

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Bibliographic Details
Main Author:	Razalli, Zakaria
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2016
Subjects:	Advertising campaigns
Online Access:	https://ir.uitm.edu.my/id/eprint/20123/

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