Consumer perceived brand innovativeness

Author: Shams Rahil   Alpert Frank   Brown Mark  

Publisher: Emerald Group Publishing Ltd

E-ISSN: 1758-7123|49|9-10|1589-1615

ISSN: 0309-0566

Source: European Journal of Marketing, Vol.49, Iss.9-10, 2015-09, pp. : 1589-1615

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Abstract