How brand innovativeness and quality impact attitude toward new service line extensions: The moderating role of consumer involvement

Journal of Services Marketing

Volumn 25, Issue 7, 2011, Pages 517-527

  Boisvert, Jean ^a   Ashill, Nick J ^a  

^a AMERICAN UNIVERSITY OF SHARJAH   (United Arab Emirates)

Author keywords

Brand extensions; Brand innovativeness; Brand quality; Consumer involvement; Customer orientation; Innovation; Partial least squares; Service branding; Service line extensions

Indexed keywords

EID: 80054020571     PISSN: 08876045     EISSN: None     Source Type: Journal    
DOI: 10.1108/08876041111173642     Document Type: Article

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