Hetet, Blandine; Ackermann, Claire-Lise; Mathieu, … - In: Journal of Product & Brand Management 29 (2019) 5, pp. 569-581
Purpose: This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and whether perceived brand innovativeness is reinforced by new product launch. Design/methodology/approach: A...