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Keywords: Technology adoption
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Journal Articles
Journal of Product & Brand Management (2020) 29 (7): 877–897.
Published: 11 February 2020
...Federico Caviggioli; Lucio Lamberti; Paolo Landoni; Paolo Meola Purpose Evidence from previous literature indicates that adopting a new innovative technology has a positive impact on a company’s business performance. Much less work has been carried out into examining whether a technology adoption...
Journal Articles
Journal of Product & Brand Management (2019) 28 (1): 28–49.
Published: 28 February 2019
... and/or reinforcing behavior. Technology adoption Mobile marketing Branded mobile applications Mobile applications (thereafter apps) play a vital role in supporting consumer acceptance and use of mobile technologies (Tojib and Tsarenko, 2012). Apps also provide organizations with countless...
