Does Service Innovation Failure Affect Brand Evaluation? The Roles of Brand Equity, Attribution, Failure Severity and Service Recovery
碩士 === 元智大學 === 國際企業學系 === 97 === This study intends to examine the effect of different brand equity service innovation failure on post failure brand evaluation, and the degree to which these effects are moderated by locus of attribution, stability of attribution, failure severity, and service recov...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/64005536172061778188 |