How Innovation Ambidexterity Shapes Marketing Performance through Brand-Consumer Congruence and Perceived Value: Evidence from Cooperatives in Iran

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Authors

Publication Details

Journal
International Journal of Technological Learning Innovation and Development
Published
2026-03-24
DOI
https://doi.org/10.1504/ijtlid.2027.10077233
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
Field-Weighted Citation Impact
0.00
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article

How Innovation Ambidexterity Shapes Marketing Performance through Brand-Consumer Congruence and Perceived Value: Evidence from Cooperatives in Iran

Majid Mohammad Shafiee, Shakiba Rahgozar
International Journal of Technological Learning Innovation and Development
Consumer Behavior in Brand Consumption and Identification
article

How Innovation Ambidexterity Shapes Marketing Performance through Brand-Consumer Congruence and Perceived Value: Evidence from Cooperatives in Iran

Majid Mohammad Shafiee, Shakiba Rahgozar
article en

Abstract

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

International Journal of Technological Learning Innovation and DevelopmentVol. 18(1)
Openalex Percentile: Top 7%
Consumer Behavior in Brand Consumption and Identification
DOISourceOpenAlex
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How Innovation Ambidexterity Shapes Marketing Performance through Brand-Consumer Congruence and Perceived Value: Evidence from Cooperatives in Iran — Majid Mohammad Shafiee, Shakiba Rahgozar · International Journal of Technological Learning Innovation and Development (2026) | TGRS Research Map | TGRS