Now showing items 1-2 of 2

    • Applying the framework of brand credibility effects to service categories 

      Baek, Tae Hyun (uga, 2007-08)
      Using signaling theory, this study attempts to examine whether the framework of brand credibility effects is applicable to service categories and to investigate how the power of brand credibility's impact differs according ...
    • When brand extension fit matters 

      Baek, Tae Hyun (uga, 2011-08)
      Brand extensions are new products or services introduced under an existing brand’s name. Despite the importance of competitive extension positioning in a realistic marketplace, relatively little attention has been given ...