The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products
碩士 === 國立政治大學 === 企業管理研究所 === 95 === The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury,...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/60677007785256398195 |