The Reciprocal Effect of Forward and Backward Extensions on Parent Brands: The Examples of Starbucks and Mr. Brown Coffee
碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === The research explores the reciprocal impact of forward extension, i.e. Mr. Brown coffee, and backward extension, i.e. Starbucks on parent brands. Specifically, this research attempts to understand whether customers, perceived value of each brand is changed b...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/17923203932369515870 |