The adverse effects of inferior innovations
This research advances brand innovation research by examining the adverse effects of inferior innovative extensions on the brand innovability of own parent brands. Brand innovability conceptually consists of brand quality and innovativeness. The results reveal that radical and incremental inferior i...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2017-09-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/mmcks.2017.12.issue-3/mmcks-2017-0022/mmcks-2017-0022.xml?format=INT |