An Investigation of Consumers’ Brand Attitude toward Product Innovation Failure: The Role of Brand Equity
碩士 === 元智大學 === 國際企業學系 === 97 === Nowadays, the competition among firms becomes fiercer due to the prosperity of technology. Firms try to do their best and launch new products to meet consumers’ desires. However, the failure rate of putting new products on the market is surprisingly high. In fact, m...
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| Format: | Others |
| Language: | en_US |
| Online Access: | http://ndltd.ncl.edu.tw/handle/91934868680632055547 |