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Keywords: Innovation attributes
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (4): 245–254.
Published: 08 June 2015
...Sladjana Nørskov; Polymeros Chrysochou; Marina Milenkova Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low...
