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Research papers

The Yin and Yang of branding

This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Roger Banks, Joseph Debacq, Rachael Tan
June 15, 1998
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Citation

Banks, Debacq and Tan (1998a, June 15). The Yin and Yang of branding. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-yin-and-yang-of-branding