Narrative transportation in concept tests for really new products: The moderating effect of reader¿protagonist similarity

EA van den Hende, DW Dahl, JPL Schoormans, HMJJ Snelders

Research output: Contribution to journalArticleScientificpeer-review

17 Citations (Scopus)
Original languageEnglish
Pages (from-to)157-170
Number of pages14
JournalJournal of Product Innovation Management
Volume29
Issue numberSuppelment S1
DOIs
Publication statusPublished - 2012

Keywords

  • CWTS 0.75 <= JFIS < 2.00

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