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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/85733


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    题名: 國際品牌授權稀釋效果之研究
    The Diluting Effect of International Brand Licensing
    作者: 邱纓琇
    Chiu）, YingHsiu Chiu（Sophia
    贡献者: 于卓民
    邱志聖
    邱纓琇
    YingHsiu Chiu（Sophia Chiu）
    关键词: 品牌授權
    品牌延伸
    品牌權益
    稀釋效果
    產品特徵
    品牌概念
    產品知識
    Brand Licensing
    Brand Extension
    Brand Equity
    Diluting Effect
    Product Character
    Brand Concept
    Product Knowledge
    日期: 1998
    上传时间: 2016-04-20 16:46:15 (UTC+8)
    摘要: 　　本研究在探討消費者對品牌延伸與品牌授權產品的評估，以及採用品牌延伸與品牌授權策略對原品牌權益的稀釋效果。本研究主要包括三部份：第一，探討「消費者對原品牌的認知與評價」、「產品特徵相似性」、「品牌概念一致性」、「製造商技術移轉能力／被授權台灣廠商之產銷能力」、「延伸／授權產品之產品知識」等變數如何影響消費者對品牌延伸與品牌授權產品的評估；第二，評估品牌延伸與品牌授權對原品牌權益的影響；第三，比較品牌延伸與品牌授權對新產品評估以及原品牌權益影響的差異。
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    描述: 碩士
    國立政治大學
    企業管理學系
    86355006
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002001329
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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