How innovation types drive consumers' brand perception : the innovation-brand-interplay of tech giants
Year of publication: |
2023
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Authors: | Steffl, Jonas ; Emes, Jutta |
Published in: |
Forum Markenforschung 2021 : Tagungsband der Konferenz DERMARKENTAG. - Wiesbaden : Springer Fachmedien Wiesbaden, ISBN 978-3-658-39568-1. - 2023, p. 171-216
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Subject: | Brand equity | Brand innovativeness | Brand management | Innovation adoption | Innovation management | Innovation types | Markenführung | Innovationsmanagement | Innovation | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz im Buch ; Book section ; Konferenzbeitrag ; Conference paper |
Language: | English |
Other identifiers: | 10.1007/978-3-658-39568-1_9 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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