Shams, Rahil; Alpert, Frank; Brown, Mark - In: European Journal of Marketing 49 (2015) 9/10, pp. 1589-1615
Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI)...