How Spokespersons and Communication Messages in Audiovisual Advertisements Facilitate Cross-Gender Brand Extension
碩士 === 國立臺灣大學 === 國際企業學研究所 === 106 === Previous literature has shown that perceived fit is the key to successful brand extension. Nevertheless, more companies have extended their brands to the opposite-sex product category in the past few years, leading to the phenomenon of cross-gender brand extens...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/93m7gy |