The Antecedents of Brand Equity--A Study of Own Branding and Manufacturing(OBM) Firms of Computer Hardware Products
碩士 === 銘傳大學 === 管理科學研究所 === 86 === Much attention has been devoted to the concept of brand equity focusing on customer-based orientation. Customer-based brand equity is defined as the differential effect of brand knowledge on customer response to the marketing of the brand (Keller, 1993); however,...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
1998
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| Online Access: | http://ndltd.ncl.edu.tw/handle/23811829405698676466 |