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Keywords: Branding strategies
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Journal Articles
Consumer evaluation in new products: the perspective of situational strength
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (5-6): 806–826.
Published: 11 May 2015
...Aihwa Chang; Timmy H. Tseng Purpose – This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength. Design/methodology/approach – Two experiments...
