The Influence of Sponsor Fit on Brand Personality：The Moderating Effect of Endorser Familiarity and Brand Familiarity
碩士 === 臺北市立大學 === 休閒運動管理學系碩士班 === 106 === Introduction: Brand extension is a strategy for parent brand to develop new market or expand new product line. Endorsement is considered as an effective promotional tool to increase the awareness of extension brand. The fit between parent brand and extended...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/dbrbfk |