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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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Online Access: | https://ir.uitm.edu.my/id/eprint/17849/1/TP_ZAKARIA%20RAZALLI%20MC%2016_5.pdf |
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