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...

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Bibliographic Details

Main Authors:	Hsin, Hsin Chang, Mohamad Rizal Abdul Hamid
Format:	Article
Language:	en
Published:	Academic Journal 2011
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/18740/1/The%20Effect%20of%20Corporate%20Brand%20Dominance.pdf https://eprints.ums.edu.my/id/eprint/18740/ https://doi.org/10.5897/AJBM10.1497
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