Brand Extensions Strategy of the Parent Brand Image
碩士 === 中國文化大學 === 國際企業管理學系 === 101 === Due to the high failure rates of new products lunching, many firms adopt a brand extension strategy to improve new product lunch performances. Authors believe that consumers tend to respond more favorably to extensions into product categories similar to the par...
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ndltd-TW-101PCCU03210042017-04-16T04:34:18Z http://ndltd.ncl.edu.tw/handle/91289331483087175444 Brand Extensions Strategy of the Parent Brand Image 跨品類品牌延伸策略對母品牌形象之影響 Lu, Zongyeh 呂宗曄 碩士 中國文化大學 國際企業管理學系 101 Due to the high failure rates of new products lunching, many firms adopt a brand extension strategy to improve new product lunch performances. Authors believe that consumers tend to respond more favorably to extensions into product categories similar to the parent brand. Few researchers, however, ever investigated brand extension per-formance under the situation that parent brands launch extensions into distant product categories. Based on signaling theory, this study aims to understand the feedback effect of brand extension strategy on parent brand image when parent brands launch exten-sions into distant product categories. The results of this study provide supports for most of our hypotheses. Yang, Taining 楊台寧 2014 學位論文 ; thesis 58 zh-TW |
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zh-TW |
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Others
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碩士 === 中國文化大學 === 國際企業管理學系 === 101 === Due to the high failure rates of new products lunching, many firms adopt a brand extension strategy to improve new product lunch performances. Authors believe that consumers tend to respond more favorably to extensions into product categories similar to the parent brand. Few researchers, however, ever investigated brand extension per-formance under the situation that parent brands launch extensions into distant product categories. Based on signaling theory, this study aims to understand the feedback effect of brand extension strategy on parent brand image when parent brands launch exten-sions into distant product categories. The results of this study provide supports for most of our hypotheses.
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author2 |
Yang, Taining |
author_facet |
Yang, Taining Lu, Zongyeh 呂宗曄 |
author |
Lu, Zongyeh 呂宗曄 |
spellingShingle |
Lu, Zongyeh 呂宗曄 Brand Extensions Strategy of the Parent Brand Image |
author_sort |
Lu, Zongyeh |
title |
Brand Extensions Strategy of the Parent Brand Image |
title_short |
Brand Extensions Strategy of the Parent Brand Image |
title_full |
Brand Extensions Strategy of the Parent Brand Image |
title_fullStr |
Brand Extensions Strategy of the Parent Brand Image |
title_full_unstemmed |
Brand Extensions Strategy of the Parent Brand Image |
title_sort |
brand extensions strategy of the parent brand image |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/91289331483087175444 |
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