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Introduction to the special section "brand and innovation interdependency"
Bayus, Barry L.; Brexendorf, Tim Oliver; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 545-547
Persistent link: https://www.econbiz.de/10011340286
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Leveraging the corporate brand : the importance of corporate brand innovativeness and brand architecture
Brexendorf, Tim Oliver; Keller, Kevin Lane - In: European journal of marketing : EJM 51 (2017) 9/10, pp. 1530-1551
Persistent link: https://www.econbiz.de/10011755173
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Communication and new product adoption
Lehmann, Donald R.; Mayzlin, Dina - In: The Sage handbook of advertising, (pp. 366-380). 2007
Persistent link: https://www.econbiz.de/10003570559
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The primacy of the idea itself as a predictor of new product success
Goldenberg, Jacob; Lehmann, Donald R.; Mazursky, David - 1999
Persistent link: https://www.econbiz.de/10001412782
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The role of expectations in the adoption of innovative consumer durables : some preliminary evidence
Holak, Susan L. - In: Journal of retailing 63 (1987) 3, pp. 243-259
Persistent link: https://www.econbiz.de/10001044584
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The past, present, and future of innovation research
Lee, Byung Cheol; Moorman, Christine; Moreau, C. Page; … - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 187-198
Persistent link: https://www.econbiz.de/10012301445
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How technology is changing retail
Shankar, Venkatesh; Kalyanam, Kirthi; Setia, Pankaj; … - In: Journal of retailing 97 (2021) 1, pp. 13-27
Persistent link: https://www.econbiz.de/10012514564