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 APA Style APA-ALL Style AAA 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). Teaching old brands new tricks: can brands emphasising heritage effectively compete in emerging technological markets?. In Marketing Management.http://hdl.handle.net/2105/31168

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