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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; | 書刊名 | 管理與資訊學報 |
卷 期 | 17 2012.06[民101.06] |
頁 次 | 頁35-64 |
分類號 | 496.1 |
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; |
語 文 | 中文(Chinese) |