English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 93218/123590 (75%)
Visitors : 27750188      Online Users : 216
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/71104
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/71104


    Title: A Systematic Analysis of Preference Change in Co-branding
    Authors: Lee, Chia-Lin;Reinhold Decker
    Contributors: 企管系
    Keywords: co-branding;attitude change;preference change;consumer behavior versus detection
    Date: 2009.04
    Issue Date: 2014-11-04 15:40:38 (UTC+8)
    Abstract: This paper presents current theoretical and empirical findings on consumers� preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three important effects, namely the extension effect, the mutual effect and the reciprocal effect. It is shown how the interactions of these effects can be used to systematically explain the rationale behind preference change in co-branding. Our study also takes an initial step toward the understanding of the connection between product/brand evaluation and the success of alliance formation. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing.
    Relation: Journal of Applied Economic Sciences, 4(1), 36-44
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    3644.pdf229KbAdobe PDF848View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback