| LDR | | 02134nmm uu200397 4500 |
| 001 | | 000000332179 |
| 005 | | 20240805170207 |
| 008 | | 181129s2018 |||||||||||||||||c||eng d |
| 020 | |
▼a 9780438269583 |
| 035 | |
▼a (MiAaPQ)AAI10957217 |
| 040 | |
▼a MiAaPQ
▼c MiAaPQ
▼d 248032 |
| 082 | 0 |
▼a 658 |
| 100 | 1 |
▼a Yu, Jungju. |
| 245 | 10 |
▼a Firm Reputation Management through Branding. |
| 260 | |
▼a [S.l.] :
▼b Yale University.,
▼c 2018 |
| 260 | 1 |
▼a Ann Arbor :
▼b ProQuest Dissertations & Theses,
▼c 2018 |
| 300 | |
▼a 77 p. |
| 500 | |
▼a Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A. |
| 500 | |
▼a Adviser: Jiwoong Shin. |
| 502 | 1 |
▼a Thesis (Ph.D.)--Yale University, 2018. |
| 520 | |
▼a 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 |
| 520 | |
▼a 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 |
| 520 | |
▼a 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 |
| 520 | |
▼a 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. |
| 590 | |
▼a School code: 0265. |
| 650 | 4 |
▼a Marketing. |
| 690 | |
▼a 0338 |
| 710 | 20 |
▼a Yale University. |
| 773 | 0 |
▼t Dissertation Abstracts International
▼g 79-12A(E). |
| 773 | |
▼t Dissertation Abstract International |
| 790 | |
▼a 0265 |
| 791 | |
▼a Ph.D. |
| 792 | |
▼a 2018 |
| 793 | |
▼a English |
| 856 | 40 |
▼u http://www.riss.kr/pdu/ddodLink.do?id=T15001244
▼n KERIS |
| 980 | |
▼a 201812
▼f 2019 |
| 990 | |
▼a 관리자 |