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Branding strategies for high-technology products : the effects of consumer and product innovativeness
Truong, Yann; Klink, Richard R.; Simmons, Geoffrey; … - In: Journal of business research : JBR 70 (2017), pp. 85-91
Persistent link: https://www.econbiz.de/10011620254
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Flag up! – Flagship products as important drivers of perceived brand innovativeness
Hubert, Marco; Florack, Arnd; Gattringer, Rafael; … - In: Journal of business research : JBR 71 (2017), pp. 154-163
Persistent link: https://www.econbiz.de/10011622539
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A model and empirical test of evolving consumer perceived brand innovativeness and its two-way relationship with consumer perceived product innovativeness
Shams, Rahil; Brown, Mark; Alpert, Frank - In: Australasian marketing journal 28 (2020) 4, pp. 171-180
Persistent link: https://www.econbiz.de/10012429448
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Customer engagement and new product adoption in the music industry : the importance of fit between brand and new product innovativeness
Perron-Brault, Alexis; Dantas, Danilo C.; Legoux, Renaud - In: International journal of arts management 23 (2020) 1, pp. 44-60
Persistent link: https://www.econbiz.de/10012492247
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The dark side of innovation : how new SKUs affect brand choice in the presence of consumer uncertainty and learning
Ewijk, Bernadette J. van; Gijsbrechts, Els; Steenkamp, … - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 967-987
Persistent link: https://www.econbiz.de/10013471029
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Customer brand engagement and co-production : an examination of key boundary conditions in the sharing economy
Casidy, Riza; Leckie, Civilai; Nyadzayo, Munyaradzi; … - In: European journal of marketing 56 (2022) 10, pp. 2594-2621
Persistent link: https://www.econbiz.de/10013457378
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Investigating the effect of perceived product portfolio innovativeness on consumers' brand perceptions
Spieth, Patrick; Röth, Tobias; Clauß, Thomas; Urhahn, … - In: IEEE transactions on engineering management : EM 70 (2023) 10, pp. 3451-3464
Persistent link: https://www.econbiz.de/10014387988
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Consumer perceived green brand innovativeness and green word-of-mouth intention : the moderating role of green knowledge
Lin, Jialing; Huang, Yubo; Li, Mengyao - In: Total quality management & business excellence 35 (2024) 7/8, pp. 814-834
Persistent link: https://www.econbiz.de/10014549062
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A review and analysis of literature on netnography research
Bartl, Michael; Kannan, Vijai Kumar; Stockinger, Hanna - In: International journal of technology marketing : IJTMkt 11 (2016) 2, pp. 165-196
Persistent link: https://www.econbiz.de/10011542615
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Counter-brand and alter-brand communities : the impact of Web 2.0 on tribal marketing approaches
Cova, Bernard; White, Tim - In: Journal of marketing management : MM 26 (2010) 3/4, pp. 256-270
Persistent link: https://www.econbiz.de/10003984934