The Impact of Brand Crossover:A Case of Sparkling Water
碩士 === 國立臺灣師範大學 === 國際時尚高階管理碩士在職專班 === 107 === This research mainly uses market information collection, as well as in-depth interviews with representatives of the co-brands who have actually operated the sparkling water, to explore the considerations of the brand before the crossover joint cooperati...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/dww54e |
| Summary: | 碩士 === 國立臺灣師範大學 === 國際時尚高階管理碩士在職專班 === 107 === This research mainly uses market information collection, as well as in-depth interviews with representatives of the co-brands who have actually operated the sparkling water, to explore the considerations of the brand before the crossover joint cooperation, and the influence of the brand after the crossover joint cooperation.
In the literature discussion part, the paper analyzes the current situation and success/failure analysis of the cooperation between the major crossover events of fashion and luxury industry, and further analyzes the innovation model of each joint cooperation and its reaction among the market. Using the interview method to gain an in-depth understanding of the process and experience sharing of the crossover joint cooperation of sparkling water as a practical case study for the reference of the industries.
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