Can Referring to Exemplars Trigger Support for Smaller Brands’ Evaluation? The Effects of Category Inference on Brand Evaluation and Brand Choice for Brands from Emerging Economies
碩士 === 國立成功大學 === 國際經營管理研究所 === 103 === The last decade witnessed an obvious shift of research from high income, industrialized countries to emerging markets. Nevertheless, this study focuses on the needs of famous brands from emerging or developing countries that wish to expand to more developed ma...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/9t76x5 |