The Impact of a Brand Extension’s Success versus Failure on Customer Evaluation of Brand Counterextensions
碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract This study investigates the impact of a brand extension’s success versus failure on customer evaluation of brand counterextensions. A counterextension is a brand extension that is launched into Category A by Brand 2 that belongs to Category B in a r...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/23155122668118958888 |