Gammoh, Bashar S.; Voss, Kevin E.; Skiver, Ryan - In: American Journal of Business 26 (2011) 1, pp. 65-79
Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between-subjects...
