The impact of brand extension on brand evaluation feed-back effects –the moderating role of advertising in-volvment
碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === When companies promote a new product, using different advertising involvement strategies can effect brand evluation. As a result, a good brand image and suitable ex-tensions are important to attract consumers. According to previous researches, we find out th...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/90175250637290228001 |