Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses?

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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Bibliographic Details
Main Authors: Shim, Soo In, Goh, Yi Sheng *
Format: Article
Published: Universiti Sains Malaysia 2022
Subjects:
BF Psychology
HD28 Management. Industrial Management
N Visual arts (General) For photography, see TR
Online Access:http://eprints.sunway.edu.my/2146/
https://ejournal.usm.my/wacanaseni/article/view/ws_vol21-2022_4
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Institution: Sunway University

Internet

http://eprints.sunway.edu.my/2146/
https://ejournal.usm.my/wacanaseni/article/view/ws_vol21-2022_4

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