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Self-Owned Brand Rises from the Ash Marketing Advertising of LUXGEN and Its Role in the New Automobile’s Brand
Jong-Sheng Horng , Jih-Shyong Lin
Pages - 1 - 13     |    Revised - 31-12-2013     |    Published - 22-01-2014
Volume - 5   Issue - 1    |    Publication Date - January / February 2014  Table of Contents
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KEYWORDS
Differential Threshold Stimulation, Self-owned Brand, LUXGEN, Case Study.
ABSTRACT
In 2009, Taiwan YULON Group actively developed its self-owned brand LUXGEN and launched the first automobile named as LUXGEN7 MPV. This research investigates how LUXGEN uses advertising and differential threshold stimulation to persuade the consumers that such automobile is of excellent quality and reasonable price, making up the insufficiency in popularity during its debut to the market. From the perspective of differential threshold stimulation, this research will study on its impact to the new self-owned brand according to the four advertising cases of the LUXGEN automobile.
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Mr. Jong-Sheng Horng
Tatung University, Ph.D. Program of Design Science - Taiwan
jshorn2@gmail.com
Associate Professor Jih-Shyong Lin
Tatung University, Ph.D. Program of Design Science - Taiwan


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