Investigating the effect of perceived product portfolio innovativeness on consumers' brand perceptions
Year of publication: |
2023
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Authors: | Spieth, Patrick ; Röth, Tobias ; Clauß, Thomas ; Urhahn, Christian ; Killen, Catherine |
Published in: |
IEEE transactions on engineering management : EM. - New York, NY : IEEE, ISSN 0018-9391, ZDB-ID 160438-7. - Vol. 70.2023, 10, p. 3451-3464
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Subject: | Brand equity | brand perceptions | innovation portfolio | (innovation) portfolio innovativeness | signaling | Innovation | Portfolio-Management | Portfolio selection | Markenimage | Brand image | Innovationsmanagement | Innovation management | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | New product development | Wahrnehmung | Perception |
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