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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/70902
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/70902

    Title: Is the New Product Yours or Mine? A linguistic Perspective on Composite Brand Extensions.
    Authors: Tsai, Meng-Chun;Lou, Yung-Chien;別蓮蒂;Kent B. Monroe
    Tsai, Meng-Chun;Lou, Yung-Chien;Bei, Lien-Ti;Kent B. Monroe
    Contributors: 企管系
    Date: 2011
    Issue Date: 2014-10-30 17:21:04 (UTC+8)
    Abstract: Composite brand extensions, in which two brands ally themselves to create a composite brand name and enter a different product category, have become a common way for firms to introduce a new product. The expertise inherent in both brands can be integrated and both brands may also benefit from the cooperation. An important managerial issue after the alliance has been formed and the new product developed is how to communicate the composite brand to consumers in advertising and on packaging. In this research, the authors investigate how consumers form their perceptions of a composite brand extension concept.
    Relation: MSI reports, Working Paper Series, 11-108
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

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