How Less Congruent New Products Drive Brand Engagement: The Role of Curiosity

Gerrath, MHEE orcid.org/0000-0001-7422-2181 and Biraglia, A orcid.org/0000-0002-1323-2586 (2021) How Less Congruent New Products Drive Brand Engagement: The Role of Curiosity. Journal of Business Research, 127. pp. 13-24. ISSN 0148-2963

Abstract

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Copyright, Publisher and Additional Information: © 2021 Elsevier Inc. All rights reserved. This is an author produced version of an article published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy.
Keywords: Congruence; Curiosity; Brand engagement; Brand Extensions; New Products
Dates:
  • Accepted: 8 January 2021
  • Published (online): 25 January 2021
  • Published: April 2021
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Depositing User: Symplectic Publications
Date Deposited: 14 Jan 2021 09:58
Last Modified: 26 Oct 2022 20:28
Status: Published
Publisher: Elsevier
Identification Number: https://doi.org/10.1016/j.jbusres.2021.01.014

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