The Effects of Fit and Country of Origin on Brand Extension Evaluation: The Moderating Effect of Regulatory Focus
碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === Since brand extension is used by a great amount of firms in introducing new products around the global market, several studies had a great concern on this issue and continuously studied the factors that influence the success of the brand extension. However,...
| 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/19371519690812110818 |