The interaction effect of category fit and brand fit on premium-based promotion
碩士 === 國立臺灣大學 === 商學研究所 === 102 === This research explores the interaction effect of category fit and brand fit on the effectiveness of premium-based promotions. It is proposed that the difference of the promotional effectiveness between high and low brand fit was more significant in a low category...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/25341646039644557041 |