Consumer Innovativeness : The Mediating Role of Leading Edge Status (LES) on Adoption of Innovative Products in Indian Rural Markets
Open Access
- 4 June 2019
- journal article
- Published by Associated Management Consultants, PVT., Ltd. in Indian Journal of Marketing
- Vol. 49 (6), 7 - 20
- https://doi.org/10.17010/ijom/2019/v49/i6/144696