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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/63823

    Title: Design and Delivery of New Product Preannouncement Messages
    Authors: 陳建維;Wong, Veronica
    Chen, Chien-Wei;Wong, Veronica
    Contributors: 國貿系
    Date: 2012-04
    Issue Date: 2014-02-13 11:57:04 (UTC+8)
    Abstract: This study shows that the amount of message cues in the new product preannouncements influences the extent of message clarity, which in turn determines the consistency in messages. A firm is more likely to communicate more clearly new product preannouncement messages with more cues for a strongly branded product. If the product is newer, the firm would tend to convey less uniform messages. Large firms are more likely to convey more abundant and ambiguous messages. Market-oriented firms are more likely to deliver consistent messages with sufficient cues. Firms in technologically turbulent environments are less likely to consistently unveil new product-related messages, while those operating in markets subjected to network externalities tend to send abundant message content.
    Relation: Journal of Marketing Theory and Practice, 20(2), 207-225
    Data Type: article
    DOI 連結: http://dx.doi.org/10.2753/MTP1069-6679200206
    DOI: 10.2753/MTP1069-6679200206
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

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