Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
S Liao, CCJ Cheng - Journal of business research, 2014 - Elsevier
When both high-equity and low-equity brands experience an innovation failure, does the
high-equity brand fare better? This study investigates this question by exploring how …
high-equity brand fare better? This study investigates this question by exploring how …
Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
S Liao, CCJ Cheng - Journal of Business Research, 2014 - econpapers.repec.org
When both high-equity and low-equity brands experience an innovation failure, does the
high-equity brand fare better? This study investigates this question by exploring how …
high-equity brand fare better? This study investigates this question by exploring how …
Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
S Liao, CCJ Cheng - Journal of Business Research, 2014 - infona.pl
When both high-equity and low-equity brands experience an innovation failure, does the
high-equity brand fare better? This study investigates this question by exploring how …
high-equity brand fare better? This study investigates this question by exploring how …
[PDF][PDF] Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
S Liao, CCJ Cheng - Journal of Business Research, 2014 - Citeseer
Shuling Liao a, Colin CJ Cheng b,⁎ a College of Management, Yuan Ze University, 135
Yuan-Tung Road, Chungli, Taoyuan, Taiwan b Department of Marketing and Distribution …
Yuan-Tung Road, Chungli, Taoyuan, Taiwan b Department of Marketing and Distribution …
Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
S Liao, CCJ Cheng - Journal of Business Research, 2014 - ideas.repec.org
When both high-equity and low-equity brands experience an innovation failure, does the
high-equity brand fare better? This study investigates this question by exploring how …
high-equity brand fare better? This study investigates this question by exploring how …
[PDF][PDF] Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
S Liao, CCJ Cheng - Journal of Business Research, 2014 - Citeseer
Shuling Liao a, Colin CJ Cheng b,⁎ a College of Management, Yuan Ze University, 135
Yuan-Tung Road, Chungli, Taoyuan, Taiwan b Department of Marketing and Distribution …
Yuan-Tung Road, Chungli, Taoyuan, Taiwan b Department of Marketing and Distribution …