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
Contemporary 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.

Text availability
Abstract