The role of brand credibility in the relationship between brand innovativeness and purchase intention
Year of publication: |
2017
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Authors: | Shams, Rahil ; Brown, Mark ; Alpert, Frank |
Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 2163005-7. - Vol. 16.2017, 2, p. 145-159
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Subject: | Brand innovativeness | Brand credibility | Purchase intention | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Innovation | Markenartikel | Brand |
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