From Simple to Compound: How Firms' Relationships Influence Brand Evaluation in Smartphone Market
碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 105 === This study uses one experimental design to investigate the effects of compound relationship and dominant relationship on consumers’ brand evaluations. The results found that compound relationship increases primary brands’ evaluation more than simple rela...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/2rvdn3 |