The Moderating Effects of Consumer Characteristics on Brand Extension Evaluation
碩士 === 國立臺灣大學 === 國際企業學研究所 === 94 === “Brand” is a firm’s intangible asset and also an important marketing weapon. While firms confront serious competition, they usually adopt brand extension to facilitate entering new markets. Brand extensions provide a way to take advantage of brand name recogniti...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/95260393927666520440 |