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Acceptance of novel products: the role of religiosity, ethnicity and values

Mansori, Shaheen; Sambasivan, Murali; Md-Sidin, Samsinar - In: Marketing Intelligence & Planning 33 (2015) 1, pp. 39-66

Purpose – The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer acceptance of novel products. This paper specifically addresses: the driving force of religiosity and ethnicity and...

Persistent link: https://www.econbiz.de/10014947074