The Effect of Celebrity Brand Extension: The Difference Between Experiential Goods and Material Goods
碩士 === 國立東華大學 === 企業管理學系 === 101 === As Hollywood is beginning to market films as brands, the definition of brand should not be confined to only traditional products, instead it should be extended to anything that is relevant to consumers’ sentiment. The actors, especially, the movie stars, as t...
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| Format: | Others |
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2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/3uxt79 |