Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective
Year of publication: |
2014
|
---|---|
Authors: | Liao, Shuling ; Cheng, Colin C.J. |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 67.2014, 1, p. 2919-2925
|
Publisher: |
Elsevier |
Subject: | Brand equity | Innovation failure | Communication effect | Preannouncement | Opinion leader | Word-of-mouth |
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