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題名 | 品牌概念一致性與知覺風險對品牌延伸評價之影響:延伸產品定位的干擾角色=The Effects of Brand Concept Consistency and Perceived Risk on Consumers' Evaluation of Brand Extensions: The Moderating Role of Positioning of Extension Products |
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作者 | 吳長生; 黃慧新; Wu, Paul C. S.; Huang, H. H.; |
期刊 | 管理與資訊學報 |
出版日期 | 20120600 |
卷期 | 17 2012.06[民101.06] |
頁次 | 頁35-64 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌延伸; 品牌概念一致性; 知覺風險; 產品定位; 實利屬性; 歡樂屬性; Brand extensions; Brand concept consistency; Perceived risk; Product positioning; Utilitarian attribute; Hedonic attribute; |