The Effect of Brand Imitation on Consumer Brand Confusion, Brand Evaluation, and Purchase Intention
碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === Brand imitation refers to the market follower makes its product package looks like the leading brand’s product package. Because of the similar package, consumers may think that the attributes, benefits, and performance of the imitating brand are similar to tha...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/87971430337038911720 |