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- W2392201688 abstract "China time-honored brand is selected as the research object. Through a series of pre-test,the Quanjude and Bian Yi Fang are chosen as parent brands. Four different virtual extension products are selected,which are moon cake,hamburger,tea and coffee. There are 8 versions of survey questionnaire designed to investigate the moderating effect of consumer innovativeness. Through the large sample survey,main conclusions are as follows. The perceived fit between the extension and the parent brand has a positive effect on consumer's extension attitude. In the process of China time-honored brands' extension,consumer innovativeness has a moderating effect on the perceived fit and extension attitude." @default.
- W2392201688 created "2016-06-24" @default.
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- W2392201688 date "2014-01-01" @default.
- W2392201688 modified "2023-09-23" @default.
- W2392201688 title "The Impact of Perceived Fit upon China Timed-honored Brand Extension Attitude: Research on Modulating Effect of Consumer Innovativeness" @default.
- W2392201688 hasPublicationYear "2014" @default.
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