高/低权益品牌失败创新的负面口碑：意见领袖和消费者证言的调节作用

Negative word of mouth for a failed innovation from higher/lower equity brands: Moderating roles of opinion leadership and consumer testimonials

• M. Deniz Dalman 通讯
• Subimal Chatterjee · 宾汉姆顿大学
• Junhong Min