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Keywords: Communication strategy
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Journal Articles
Relationship between brand innovativeness and customer satisfaction: a moderated mediation model from Generation M perspective
Available to Purchase
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2023) 14 (11): 2928–2948.
Published: 12 January 2023
...Sehrish Naz; Muhammad Asrar-ul-Haq; Anam Iqbal; Misbah Ahmed Purpose This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and communication strategy as moderating variables...
