The Research on Factors of Co-branding Strategy under the Influence of Regulatory Fit Effect
碩士 === 國立臺灣科技大學 === 企業管理系 === 97 === In this paper, we cited regulatory fit theory to investigate how it influenced consumers’ evaluation toward co-brand under the complementary effect and the image-conflict effect (Study 1). Then, we excluded “non-fit” situation and took country-of-origin into acco...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/09845538182785996491 |