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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/83172
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/83172


    Title: 品牌傘的企業背書效果
    Authors: 鄭秀倫
    Cheng, Hsiu-Lun
    Contributors: 別蓮蒂
    鄭秀倫
    Cheng, Hsiu-Lun
    Keywords: 品牌傘
    企業背書效果
    品牌
    Umbrella branding
    Corporate endorsement effect
    brand
    Date: 2000
    Issue Date: 2016-03-31 13:27:07 (UTC+8)
    Abstract: 本研究是少數專注於探討品牌傘策略的研究,本論文將品牌傘策略定義為「以企業名稱背書產品品牌」的做法,屬於兩層品牌要素間的上下影響效果;而過去文獻則將大量資源集中在品牌延伸策略的討論,品牌延伸策略意指將一個品牌沿用在不同品類的做法,屬於同一品牌要素間產品與產品的平行影響。由於品牌傘與品牌延伸兩種策略在應用及功能上有異曲同工之妙,因此本研究便以品牌延伸豐富的文獻做為探討品牌傘策略的基礎。
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    遠見雜誌,民國八十八年一月,「精銳企業二五Ο排行榜」,頁:161-164
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    Description: 碩士
    國立政治大學
    企業管理學系
    87355011
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002002168
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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