Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
This research examines the adverse effects of inferior innovative extensions on the brand innovability and quality of own parent brands from the perspective of consumer innovativeness. The results reveal that inferior radical innovations weaken the perceptions of brand innovability and quality of hi...
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| Lenguaje: | English |
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Universidad Alberto Hurtado. Facultad de Economía y Negocios
2017
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| Acceso en línea: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000400006 |
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