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Keywords: Brand evangelism
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Journal Articles
Breaking the mold: how customer perceived innovativeness sets restaurants apart
Available to Purchase
Journal:
Kybernetes
Kybernetes (2025) 54 (1): 371–390.
Published: 10 October 2023
... tested using structural equation modeling and multi-group SEM with MPlus. Findings The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e...
