Assessing the Impact of Meaningful Brand Name and Brand Extension Similarity on Brand Dilution
碩士 === 國立臺北商業技術學院 === 商學研究所 === 96 === This study examines the impact of brand extensions on consumer memory for parent brand information. With, the strategy of the brand extensions becoming a growing strategy of the companies, the uses original brand name is used to enter new product categories. An...
| 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/37882993373309354773 |