The Perceiver Effect of Consumer Innovativeness on Brand Evaluations

In terms of consumer innovativeness, inferior low-level innovations instigate more impacts on high- (vs. low-) innovativeness consumers’ perception about innovative brands. In terms of brand innovability and quality, inferior high-level innovations instigate more impacts on the quality (vs. innovability) of innovative brands.



Citation:

Joseph W. Chang (2015) ,"The Perceiver Effect of Consumer Innovativeness on Brand Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 106-107.

Authors

Joseph W. Chang, Vancouver Island University, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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