Macquarie University, Sydney Macquarie University ResearchOnline

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Date: 2015
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/1059345
Description: This study applies a new objective long-term based performance measure called “University Brand Health Index” (UBHI) to measure the brand health of universities in the United Kingdom over the period 2 ... More
Date: 2011
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1206272
Description: Purpose – The paper aims to examine the role of service branding and web site performances in a multi-channel retail context by studying consumers who have on-going relationships with retailers. Focus ... More
Reviewed: Reviewed
Date: 2007
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/90536
Description: Using a 2x2 experimental design with 2 control groups, we found that the brand personality of a watch, as assessed using Aaker’s (1997) scale, can be changed when different celebrities endorse it. Whe ... More
Reviewed: Reviewed
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