Consumer perceived brand innovativeness : conceptualization and operationalization
Year of publication: |
2015
|
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Authors: | Shams, Rahil ; Alpert, Frank ; Brown, Mark |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 49.2015, 9/10, p. 1589-1615
|
Subject: | Scale development | Brand innovativeness | Brand concept map | Consumer perceived brand innovativeness | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Innovation | Markenimage | Brand image | Markenartikel | Brand | Marktforschung | Market research |
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