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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| Format: | Book Section |
| Language: | English |
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Institute of Graduate Studies, UiTM
2016
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| Online Access: | http://ir.uitm.edu.my/id/eprint/20123/ http://ir.uitm.edu.my/id/eprint/20123/1/ABS_ZAKARIA%20RAZALLI%20TDRA%20VOL%2010%20IGS%2016.pdf |