The effect of corporate brand dominance, involvement and corporate associations on attitudes toward new product development
Hsin Hsin Chang1 and Hamid Rizal2*
1Department of Business Administration, College of Management, National Cheng Kung University, Taiwan 70101, R. O. C.
2Institute of International Management, College of Management, National Cheng Kung University, Taiwan 70101, R. O. C.
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