Brand equity and the exacerbating factors of product innovation failure evaluations : a communication effect perspective
Year of publication: |
2014
|
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Authors: | Liao, Shuling ; Cheng, Colin C. J. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 1, p. 2919-2925
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Subject: | Brand equity | Innovation failure | Communication effect | Preannouncement | Opinion leader | Word-of-mouth | Innovation | Markenimage | Brand image | Markenführung | Brand management | Kommunikation | Communication | Virales Marketing | Viral marketing |
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