Consumers'' Correction for Judgments of Brand Extension: Bias Knowledfe and Motivation

碩士 === 國立臺灣大學 === 商學研究所 === 95 === The current research is aimed to examine how consumers correct the potential bias in their product judgments concerning the issue of brand extension. It is predicted that when consumers possess the bias knowledge for evaluating an extension brand and also are motiv...

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Bibliographic Details
Main Authors: HAO, JONG-YU, 郝仲鈺
Other Authors: 簡怡雯
Format: Others
Language:en_US
Published: 2007
Online Access:http://ndltd.ncl.edu.tw/handle/29226818704732111310

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