OnCob: An ontology-based knowledge system for supporting position and classification of co-branding strategy
學年 97
學期 1
出版（發表）日期 2008-08-01
作品名稱 OnCob: An ontology-based knowledge system for supporting position and classification of co-branding strategy
作品名稱（其他語言） OnCob:以本體論為基礎之支援聯合品牌策略定位與分類知識系統
著者 Chang, Wei-lun
單位 淡江大學企業管理學系
出版者 Amsterdam: Elsevier BV
著錄名稱、卷期、頁數 Knowledge-Based Systems 21(6), pp.498-506
摘要 As many companies seek growth through the development of new products, co-branding strategy provides a way to develop new products. However, combining two brands may cause brand meaning to transfer in ways that were never intended. Utilizing two or more brand names in the process of introducing new products offers competitive advantages. The present paper advances research on co-branding strategies by proposing a knowledge management system for co-branding through an ontology with three concepts: co-branding aim, category, and effect. The ontology-based knowledge system not only provides a roadmap of co-branding strategies but also illuminates issues related to co-branding for related research. (c) 2008 Elsevier B.V. All rights reserved.
關鍵字 ontology; co-branding strategy; knowledge management systems
語言 en
ISSN 0950-7051
期刊性質
收錄於 SCI
產學合作
通訊作者
審稿制度
國別 NLD
公開徵稿
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