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Cognitive, experiential, and marketing factors mediate the effect of brand personality on brand equity
ArticleAbstract: Many researchers have investigated the effects of brand personality on brand equity; however, the anPalabras claves:Brand Equity, Brand personality, Branding strategies, Cognitive factors, Cosmetics industry, Experiential factors, Marketing factorsAutores:Adriana Andrea Amaya Rivas, Ju T.L., Liao Y.K., Wu W.Y.Fuentes:googlescopusTHE EFFECTS of INNOVATION IMPLEMENTATION and SPEED to MARKET on the RELATIONSHIP between TEAM SENSE-MAKING, TRUST, and NPD SUCCESS
ArticleAbstract: New product development (NPD) has long been regarded as an important issue for the success of businePalabras claves:innovation implementation, NPD success, Sensemaking capability, speed to market, trustAutores:Adriana Andrea Amaya Rivas, Chang S., Liao Y.K.Fuentes:googlescopus