Browsing by Subject "customer-based brand equity"
Now showing items 1-2 of 2
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Investigating the brand perception of a South African university ensuing a corporate re-branding strategy
(North-West University, 2019)Background: Institutions of Higher Education occasionally rebrand in order to signal a strategic repositioning within the organisation or to gain a competitive advantage in a very challenging environment. This was certainly ... -
Measurement of performing artist brand equity in event tourism
(North-West University, 2019)Music can be seen as one of the most popular elements in the event sector within the tourism industry today, but for a music concert to be successful and have a competitive advantage, the right artist should be involved. ...