The Effect of New Product ’s Brand Strategy on Consumer Attitude
碩士 === 國立中央大學 === 企業管理研究所 === 96 === Consumer reaction to new products introduced under four different brand strategies (brand extension/ sub-brand/ nested brand/ new brand) and two levels of fit (high/ low) are examined. Besides, separate product into two categories: intangible service and tangible...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/74792911082742922498 |