How less congruent new products drive brand engagement : the role of curiosity
Maximilian H.E.E. Gerrath, Alessandro Biraglia
| Year of publication: |
2021
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|---|---|
| Authors: | Gerrath, Maximilian H. E. E. ; Biraglia, Alessandro |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 127.2021, p. 13-24
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| Subject: | Brand engagement | Brand Extensions | Congruence | Curiosity | New Products | Produktentwicklung | New product development | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenimage | Brand image | Innovation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.01.014 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494346