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Marketing Letters Volume 18 Issue 2

Subject Areas: Business and International Management; ; ;
Publisher: Kluwer Academic Publishers-Plenum Publishers - Springer Journals
ISSN: 0923-0645
SJR: 77

LitStream

Journal Article

Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities

Schreier, Martin; Oberhauser, Stefan; Prügl, Reinhard

2007 Marketing Letters

doi:10.1007/s11002-006-9009-3

Lead users are proposed as a valuable resource for marketers in terms of the (1) development, (2) adoption, and (3) diffusion of new products. We present the first consumer study to provide evidence that the latter two suggestions are justified. First, we find that lead users demonstrate stronger...
LitStream

Journal Article

Brand extension naming strategies: An exploratory study of the impact of brand traits

Vanhonacker, Wilfried

2007 Marketing Letters

doi:10.1007/s11002-006-9008-4

When a known brand extends into a product category that involves sophisticated and state-of-the-art technology, consumers face uncertainty and perceive a financial risk when considering the extension for purchase. This study explores how the brand's perceived expertise in the extension category...

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