A Study of Brand Extension Decision on the Transaction Cost Perspective
博士 === 國立臺灣大學 === 商學系 === 84 === First, three influential factors of brand extension evalu-ation originated from basic elements were developed: core brand, extension nature and extension mode in this research.Besides, then the transaction cost of self-manufacture, entrustment and brand licence were...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
1996
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| Online Access: | http://ndltd.ncl.edu.tw/handle/53121079134074898309 |