Consumer Innovativeness : The Mediating Role of Leading Edge Status (LES) on Adoption of Innovative Products in Indian Rural Markets

Year
2019
Publication details

Indian Journal of Marketing

Author
Arup Kumar Baksi, Tapan K Panda
Author's Credentials
Professor of Marketing & Dean, Jindal Global Business School, O. P. Jindal Global University, Sonipat Narela Road, Near Jagdishpur Village, Sonipat – 131 001, Haryana
Management Discipline
Innovation Management
Source
Contemperory Business Practices
Issue

The study validated a continuous construct of LES and further established that LES assumed a mediating role in explaining consumer innovativeness and adoption behaviour.