How Innovation Types Drive Consumers’ Brand Perception—The Innovation-Brand-Interplay of Tech Giants
Author:
Publisher
Springer Fachmedien Wiesbaden
Link
https://link.springer.com/content/pdf/10.1007/978-3-658-39568-1_9
Reference134 articles.
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5. Alan, Alev Kocak/Ebru Tumer Kabadayi/Selen Bakis/Yesim Can/Melih Can Sekerin (2017): Generating and Assessing Consumer’s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness, in: International Journal of Marketing Studies, Bd. 9, Nr. 6, S. 68–81, [online] https://doi.org/10.5539/ijms.v9n6p68.
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