Measuring Brand Equity Of Radio Stations In Order To Predict Future Listening Behaviour
Dominique Vercraeye TNS MediaDanil Poesmans VRT
Background
Until August 2001, the radio landscape in the north of Belgium was composed of public radio on the one hand (five radio stations belonging to the VRT group, i.e. Radio 1, Radio 2, Klara, Studio Brussel, Radio Donna) and local radio on the other hand, whose...