Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
In innovation adoption, potential adopters are expected to rely on the brand name of the innovation to determine its quality level. Because risks are involved in most innovation adoption, dependency appears between the consumer and the brand. With little attention being put to analyze brand trus...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2023
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| Online Access: | http://journalarticle.ukm.my/21732/1/pengurusan_67-10.pdf http://journalarticle.ukm.my/21732/ https://ejournal.ukm.my/pengurusan/issue/view/1590 |
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