Generating and Assessing Consumer’s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness

Concerning the digitalism, globalization and competition; offering innovative products or services starts to become a critical issue for banks. Banks adapt its technological infrastructure for mobile banking applications to serve in more efficient and valuable way to their existing and potential cus...

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Veröffentlicht in:	International journal of marketing studies 2017-11, Vol.9 (6), p.68
Hauptverfasser:	Alan, Alev Kocak, Kabadayi, Ebru Tumer, Bakis, Selen, Can, Yesim, Sekerin, Melih Can
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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