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Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic

In innovation adoption, potential adopters are expected to rely on the brand name of the innovation to determine its quality level. Because risks are involved in most innovation adoption, dependency appears between the consumer and the brand. With little attention being put to analyze brand trus...

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Bibliographic Details
Main Authors:	Wee, Stany Lian Fong, Hishamuddin Ismail, Tan, Pei Kian
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:	http://journalarticle.ukm.my/21732/ http://journalarticle.ukm.my/21732/1/pengurusan_67-10.pdf

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