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Journal Articles

Consumer perceived brand innovativeness: Conceptualization and operationalization

Rahil Shams, Frank Alpert, Mark Brown

European Journal of Marketing (2015) 49 (9-10): 1589–1615.

https://doi.org/10.1108/EJM-05-2013-0240

Published: 14 September 2015

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Journal Articles

Pioneer brand advantage with UK consumers

Ruth Rettie, Simon Hilliar, Frank Alpert

European Journal of Marketing (2002) 36 (7-8): 895–911.

https://doi.org/10.1108/03090560210430863

Published: 01 August 2002

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