The Study on the Effect of Product’s Negative Information on the Corporate and Product’s PortfolioReportar como inadecuado




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Abstract: At present, many enterprises are engaged in production and marketing of a variety of products and there is difference in the status between product categories. Then, how does effect of the product’s negative information on the company layer. How does the flagship product’s negative information have effect on non-flagship product when it circulates between different products in the company? In this paper, we examined the effect of product’s negative information through the experiments, which were from the vertical product layer-Corporate-level and horizontal product-product effects. Studies have shown that: Company evaluation has been affected significantly by products’ negative information; non-flagship product’s negative information has a significant impact on flagship product.

KEYWORDS

Keywords: Corporate Brand; Product Brand; Negative Information; Effect

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Autor: Bai-Qing YE, Hai-Jiang HUO, Tai-Ping GE, Xiao-Mei SUN

Fuente: http://www.scirp.org/



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