The effect of corporate brand dominance, involvement and corporate associations on attitudes toward new product development
This study investigates the moderating role of corporate brand dominance and involvement in the relationship between corporate associations and attitudes toward new product. An experiment design using two version of advertisements are developed to manipulate the corporate brand dominance. A skincare...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Academic Journal
2011
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/18740/1/The%20Effect%20of%20Corporate%20Brand%20Dominance.pdf |