Main menu Shortcuts
Main text Shortcuts(skip to content)
Library information Shortcuts

SNU Big Data Knowledge Information Platform

What is LikeSNU

Full Menu

AI

Your Browsing History

28 More

Report registration

Paper List

확장제품의 기술적 난이도가 브랜드 확장 전략에 미치는 영향에 관한 연구: 성분 브랜드 이용의 조절효과

Author

전기흥

Journal Title

상품학연구

Publication Year

2009

Topics

#Business and Management

Summary

This study aims to identify the moderating effect of component brand usage on the impact of technical difficulty of extension products on brand extension strategies. The analysis revealed that brand extension strategies were more effective when the technical difficulty of the extension product was low, and brand extensions using component brands were more effective than those that did not. Notably, utilizing component brands reduced the influence of the extension product’s technical difficulty on brand extension success.

Go Source Add to Selection

Quotation Papers(0)

List of papers cited by this paper

Thesis Indicator

Related Content

LikeSNU analyzes your query semantically to recommend related resources.

Previous

Next

Previous

Next

TOP