When things go wrong, dont rely on committed consumers: Effects of delayed product launches on brand trust

Journal of Product Innovation Management

Volumn 30, Issue 1, 2013, Pages 70-81

  Herm, Steffen ^a  

^a TECHNISCHE UNIVERSITÄT BERLIN   (Germany)

Author keywords

[No Author keywords available]

Indexed keywords

INNOVATION; MANAGEMENT;

COMMITMENT-TRUST THEORY; FIELD EXPERIMENT; POTENTIAL LOSS; PRODUCT CATEGORIES; PRODUCT LAUNCH; RELATIONSHIP MARKETING;

COMMERCE;

EID: 84871596347     PISSN: 07376782     EISSN: 15405885     Source Type: Journal    
DOI: 10.1111/j.1540-5885.2012.00987.x     Document Type: Article

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