Acceptance of novel products: the role of religiosity, ethnicity and values

Shaheen Mansori, Murali Sambasivan, Samsinar Md-Sidin
  • Marketing Intelligence & Planning, February 2015, Emerald
  • DOI: 10.1108/mip-03-2013-0050

Acceptance of novel products

What is it about?

Answers a fundamental question: How religiosity, ethnicity, and values influence acceptance of novel products?

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The following have contributed to this page: Professor Murali Sambasivan and Dr Shaheen Mansori