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Firm Reputation Management through Branding
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Firm Reputation Management through Branding. |
| 개인저자 | Yu, Jungju. |
| 단체저자명 | Yale University. |
| 발행사항 | [S.l.]: Yale University., 2018. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2018. |
| 형태사항 | 77 p. |
| 기본자료 저록 | Dissertation Abstracts International 79-12A(E). Dissertation Abstract International |
| ISBN | 9780438269583 |
| 학위논문주기 | Thesis (Ph.D.)--Yale University, 2018. |
| 일반주기 |
Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
Adviser: Jiwoong Shin. |
| 요약 | This dissertation, composed of two chapters, provides theoretical frameworks for analyzing branding strategies from perspectives of reputation management. Brand is one of the most valuable intangible assets a firm can possess, and many firms inv |
| 요약 | The first chapter, a joint work with Zvika Neeman and Aniko Oery, examines a branding decision of multiple firms in a single product market. Firms can decide between selling their products under different (i.e. individual) brands and under the s |
| 요약 | The second chapter explores branding decision of a single firm in multiple product markets. The firm decides whether to sell its products under the same brand (umbrella branding) or different brands (independent branding). If the firm used an um |
| 요약 | If a brand name is shared with another firm (the first chapter), or with another product (the second chapter), the firm's reputation is exposed to a certain externality, for which it needs to account in order to manage its reputation optimally. |
| 일반주제명 | Marketing. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
