Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses?
This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents wer...
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| Format: | Article |
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Universiti Sains Malaysia
2022
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| Online Access: | http://eprints.sunway.edu.my/2146/ https://ejournal.usm.my/wacanaseni/article/view/ws_vol21-2022_4 |
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