The Relationship of the Consistency of IMC Strategy and Brand Equity: Comparison between the Tangible Goods and Intangible Services
碩士 === 東吳大學 === 企業管理學系 === 92 === There are few empirical researches in IMC, although we recognize that IMC’s importance for brand performance. In this study, we may adopt some empirical aspect to examine the importance of IMC and chose to explore the influence on IMC at strategic level (the consist...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/16462967615765146503 |