The spill-over effect of professional baseball player’s negative publicity on different stakeholders
碩士 === 中興大學 === 行銷學系所 === 99 === This research examines the negative spill-over effects caused by allied brand’s negative publicity. Focuses on how the negative spill-over effects influence the brand equity of team parent company’s brand, endorsed brand, alike team player and respective team. And we...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/06876382162443804383 |