Chang, Aihwa; Tseng, Timmy H. - In: European Journal of Marketing 49 (2015) 5/6, pp. 806-826
consumer innovativeness on the evaluation of new products from the perspective of situational strength. Design … first work to apply situational strength theory to a new product evaluation context. The theory provides a unified framework … branding strategy and consumer product evaluations at various fit levels. Practical implications – The theory of situational …