I am not a sissy:Effects of masculinity threat on feminine brand’s cross-gender extensions
碩士 === 東吳大學 === 心理學系 === 100 === Recent studies on brand extension have been mainly focusing on extensions in a new product category. However, most brands have adopted the strategies to launch a product in existing categories (Ian, Adamantios, & Gareth, 2002). Among these strategies, the cross-g...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
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2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/42902968631428779703 |