政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78199

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/78199

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78199

Title:	The Perception of Family Brand Entitativity and Varieties of Family Brands
Authors:	Chang, Joseph W.;Lou, Yung-Chien 樓永堅
Contributors:	企管系
Date:	2009
Issue Date:	2015-09-02 16:25:19 (UTC+8)
Abstract:	The article presents a study on applicability of entitativity measures on family brand evaluations. It notes that voluntary participants were randomly assigned to one of the nine experimental groups with different orders of family brand names and measures. It states that the results signify that properties of perceived entitativity are effective antecedents that may cluster family brands into groups, which subsequently elaborate different cognitive processes for family brand evaluation.
Relation:	Advances in Consumer Research, 36, 971-972
Data Type:	article
Appears in Collections:	[企業管理學系] 期刊論文

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