| Year | 2006 |
|---|---|
| Authors | Chyan Yang ,Yau-De Wang, Chyan Yang, and Han-Jen Niu |
| Paper Title | Could New Slogan Enhance Brand Cognition? A Preliminary Study of the McDonalds Case in Taiwan |
| Journal Title | Journal of Management Practice and Theory |
| Vol.No | 7 |
| Issue.No | 1 |
| Page(s) | 65-75 |
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