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Keywords: New product introduction
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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
... the three. © Emerald Group Publishing Limited 2015 Consumer innovativeness Branding strategies New product introduction Perceived fit Situational strength Brand extension is a common strategy when launching new products. It aims to extend positive associations from a parent brand...
