Teaching old brands new tricks: can brands emphasising heritage effectively compete in emerging technological markets?

Additional Metadata
Keywords	Brand heritage, Complexity, Credibility, Innovativeness, Purchase intention
Thesis Advisor	Puntoni, S., Giessner, S.R.
Persistent URL	hdl.handle.net/2105/31168
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Potdar, R.D. (2015, July 24). Teaching old brands new tricks: can brands emphasising heritage effectively compete in emerging technological markets?. Marketing Management. Retrieved from http://hdl.handle.net/2105/31168

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