The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

Purpose: While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the...

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Bibliographic Details
Main Authors: Septianto, Felix, Rostiani, Rokhima, Paramita, Widya
Format: Article PeerReviewed
Language:English
Published: Emerald Group Holdings Ltd. 2022
Subjects:
Design Practice and Management
Design Innovation
Innovation and Technology Management
Business and Management
Online Access:https://repository.ugm.ac.id/282834/1/37%20Septianto%20F.%3B%20Rostiani%20R.%3B%20Paramita%20W..pdf
https://repository.ugm.ac.id/282834/
https://www.emerald.com/insight/content/doi/10.1108/APJML-04-2021-0274/full/html
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Institution: Universitas Gadjah Mada
Language: English

Internet

https://repository.ugm.ac.id/282834/1/37%20Septianto%20F.%3B%20Rostiani%20R.%3B%20Paramita%20W..pdf
https://repository.ugm.ac.id/282834/
https://www.emerald.com/insight/content/doi/10.1108/APJML-04-2021-0274/full/html

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