India: Deputy Commissioner in Punjab By Sudesh Kumar Sharma. Indian Institute of Public Administration, New Delhi. 1971. x, 340p. Rs. 30.00

The Relative Influence of Consumer Innovativeness, Brand Loyalty, and Deal Proneness on New Product Adoption: A Direct Product Experience Study

“…This is surprising given that marketing scholars offer diverse views of the interplay between these dispositions, with some claiming that consumer innovators are deal prone and less brand loyal (e.g. Schiffman and Wisenblit, 2014; Tyagi and Kumar, 2004) and some claiming otherwise (e.g. Yoon and Tran, 2001).…”