The reciprocal effects of fit, product attributes, ownership status and dominance of the parent brand on parent brand attitude:cases study of United Daily News and Appledaily.
碩士 === 國立中山大學 === 傳播管理研究所 === 93 === Many firms attempt to ensure the success of new product introductions by applying an existing, well-known brand name to the product. The strategy, known as brand extension, has become commomplace. In recent years, the strategy has been used in media industry. Esp...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/08920126064340249196 |