How customers' perceptions of innovation activities drive brand preference, purchase and recommendation: The moderating role of product category

Authors
Thi Minh Ly Pham, Cong Duc Tran, Thi Ha Huyen Trinh, Pham Tra Mi Le
Publication year
2024
Index (WoS/Scopus)
WoS
Publisher
Wiley-Blackwell
Journal
Canadian Journal of Administrative Sciences
Link
https://onlinelibrary.wiley.com/doi/10.1002/cjas.1738