Sanayei, Ali; Shahin, Arash; Taherfar, Ahsan - In: International Journal of Academic Research in … 3 (2013) 3, pp. 290-297
) influence adoption, along with firm- and market-related factors. Brand and brand innovativeness concept, as one of brand … of brands pursuing innovation certainly has to do with consumer reactions to said brands and the products they sign …. Therefore, the objective of this research is analyzing the effects of brand innovativeness on attitude towards the brand …
