- Title
- The susceptibility of innovative brands to inferior innovations: Perspectives of consumer innovativeness, perceived innovability, and levels of innovation
- Creators
- W. Joseph Chang - University of Massachusetts Dartmouth, Department of Management and Marketing
- Contributors
- R VanMeter (Editor)J Weiser (Editor)
- Publication Details
- Vol.26, pp.202-203
- Conference
- Society for Marketing Advances, 26 (New Orleans, LA)
- Academic Unit
- Department of Management and Marketing
- Language
- English
- Resource Type
- Conference proceeding
- Record Identifier
- 9914523600601301
Conference proceeding
The susceptibility of innovative brands to inferior innovations: Perspectives of consumer innovativeness, perceived innovability, and levels of innovation
Vol.26, pp.202-203
Society for Marketing Advances, 26 (New Orleans, LA)
2014
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