Keywords: Innovativeness
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Journal Articles
EuroMed Journal of Business (2025) 20 (2): 453–473.
Published: 18 January 2024
...Gabriel Pedrosa; Helena Nobre; Ana Sousa Purpose This study aims to understand how consumers evaluate downscale vertical line extensions of a prestige/luxury original equipment manufacturer (OEM) in the European automotive market. The authors investigate the moderator effects of innovativeness...
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