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NEW PRODUCT PREANNOUNCEMENT EFFECTS ON BRAND INNOVATIVENESS: THE MEDIATING ROLE OF PERCIEVED RISK.

Authors :
Hassan, Mahmud
Pappu, Ravi
Kelly, Sarah Jane
Source :
AMA Summer Academic Conference Proceedings; 2020, Vol. 31, p715-719, 5p
Publication Year :
2020

Subjects

Subjects :
NEW product development
BRAND equity

Details

Language :
English
Volume :
31
Database :
Complementary Index
Journal :
AMA Summer Academic Conference Proceedings
Publication Type :
Conference
Accession number :
161452868

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Authors Abstract Subjects Details