The Impact of Corporate Rebranding on Consumer Brand Preference: The Moderating Effects of Consumer Brand Name Attitude and Consumer Product Expertise
碩士 === 國立中央大學 === 企業管理研究所 === 97 === Purpose – This research investigates the moderating effects of the impact of different rebranding strategies on consumer brand preference. Rebranding strategies include evolutionary and revolutionary rebranding strategies, while the two moderators under considera...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Online Access: | http://ndltd.ncl.edu.tw/handle/83154180613223896569 |