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

• Main Author: Razalli, Zakaria
• Format: Thesis
• Language: English
• Published: 2016
• Online Access: http://ir.uitm.edu.my/id/eprint/17849/1/TP_ZAKARIA%20RAZALLI%20MC%2016_5.pdf; http://ir.uitm.edu.my/id/eprint/17849/

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...