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Keywords: Willingness-to-pay
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Journal Articles
New technological attributes and willingness to pay: the role of social innovativeness
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Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (6): 1099–1124.
Published: 03 April 2019
...Orsolya Sadik-Rozsnyai; Laurent Bertrandias Purpose Integrating new technological attributes into existing products is a common way to innovate and is supposed to meet consumers’ functional needs. This paper aims to demonstrate how adding such attributes also increases willingness to pay (WTP...
