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Keywords: Innovation locus
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (4): 974–993.
Published: 07 September 2020
... examined the boundary conditions by introducing product innovation locus as a moderator. A total of 218 students were randomly assigned to a 2 (anthropomorphized role: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) × 2 (innovation locus: core innovation vs...
