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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Bibliographic Details
Main Author:	Razalli, Zakaria
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2016
Subjects:	Advertising campaigns
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

id	uitm-20123
recordtype	eprints
spelling	uitm-201232018-06-11T04:16:44Z http://ir.uitm.edu.my/id/eprint/20123/ Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli Razalli, Zakaria Advertising campaigns 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 strategic choices at the firm’s level. Therefore, some scholars in the mass communication field pointed out of the need to study the applicability of brand equity constructs on broadcast television as a medium due to the unique nature of television as opposed to other products and services. This study seeks to examine comprehensively what drives brand equity in a TV media environment particularly for free-to-air TV channels and how it is operationalised among two key stakeholders, namely the channel management and the audience. The thesis has two parts… Institute of Graduate Studies, UiTM 2016 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/20123/1/ABS_ZAKARIA%20RAZALLI%20TDRA%20VOL%2010%20IGS%2016.pdf Razalli, Zakaria (2016) Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli. In: The Doctoral Research Abstracts. IGS Biannual Publication, 10 (10). Institute of Graduate Studies, UiTM, Shah Alam.
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Advertising campaigns
spellingShingle	Advertising campaigns Razalli, Zakaria Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli
description	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 strategic choices at the firm’s level. Therefore, some scholars in the mass communication field pointed out of the need to study the applicability of brand equity constructs on broadcast television as a medium due to the unique nature of television as opposed to other products and services. This study seeks to examine comprehensively what drives brand equity in a TV media environment particularly for free-to-air TV channels and how it is operationalised among two key stakeholders, namely the channel management and the audience. The thesis has two parts…
format	Book Section
author	Razalli, Zakaria
author_facet	Razalli, Zakaria
author_sort	Razalli, Zakaria
title	Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli
title_short	Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli
title_full	Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli
title_fullStr	Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli
title_full_unstemmed	Branding of free-to-air television stations: from customer-based to audience-based brand equity / Zakaria Razalli
title_sort	branding of free-to-air television stations: from customer-based to audience-based brand equity / zakaria razalli
publisher	Institute of Graduate Studies, UiTM
publishDate	2016
url	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
first_indexed	2023-09-18T23:04:01Z
last_indexed	2023-09-18T23:04:01Z
_version_	1777418362116112384

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

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