Relationship between brand innovativeness and customer satisfaction : a moderated mediation model from Generation M perspective
Sehrish Naz, Muhammad Asrar-ul-Haq, Anam Iqbal and Misbah Ahmed
| Year of publication: |
2023
|
|---|---|
| Authors: | Naz, Sehrish ; Asrar-ul-Haq, Muhammad ; Anam Iqbal ; Ahmed, Misbah |
| Subject: | Brand innovativeness | Communication strategy | Consumer involvement | Customer satisfaction | Generation M | Pakistan | Perceived quality | Kundenzufriedenheit | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Markenimage | Brand image | Produktentwicklung | New product development |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIMA-01-2022-0029 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014428813