A Methodology for Identifying Innovator Characteristics of New Brand Purchasers

• 1 August 1974
• journal article
• Published by JSTOR in Journal of Marketing Research
• Vol. 11  (3) , 331
• https://doi.org/10.2307/3151155

Abstract

Keywords

• NEW BRAND
• METHODOLOGY
• BRAND PURCHASERS
• IDENTIFYING INNOVATOR
• INNOVATOR CHARACTERISTICS