Configuring integrated marketing communication towards brand image and brand equity of Malaysian higher educational institutions /

Due to its unique characteristics (variability, perishability, inseparability and so on), managing a service brand is relatively challenging compared to product industry. In addition, numerous perceived risks are associated with it. The branding of a service can therefore plays crucial role in minim...

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Bibliographic Details
Main Author: Abdul Momen, Md
Format: Thesis
Language:English
Published: Kuala Lumpur : Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, 2015
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Online Access:Click here to view 1st 24 pages of the thesis. Members can view fulltext at the specified PCs in the library.
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