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.

Link

http://www.indianjournalofmarketing.com/index.php/ijom/article/view/144696