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 |
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