Key dimensions of city brand personality of Melaka Historic City, Malaysia
A city can seek to take a particular brand personality through various branding strategies. Nevertheless, people may interpret the communicated messages through the prism of their perceptual experiences and, therefore, might react differently to a brand message as to what it was initially designed f...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/58100/1/FBMK%202015%2072IR.pdf |
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