Consumer evaluation in new products: the perspective of situational strength
Year of publication: |
2015
|
---|---|
Authors: | Chang, Aihwa ; Tseng, Timmy H. |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 49.2015, 5/6, p. 806-826
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Consumer innovativeness | Branding strategies | New product introduction | Perceived fit | Situational strength |
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