Effect of brand associations on consumer reactions to unknown on-line brands

International Journal of Electronic Commerce

Volumn 12, Issue 3, 2008, Pages 81-113

  Delgado Ballester, Elena ^a   Hernández Espallardo, Miguel ^a  

^a UNIVERSITY OF MURCIA   (Spain)

Author keywords

Brand trust; Consumer behavior; Degree of association; New on line brands; Perceived similarity

Indexed keywords

EID: 42649143295     PISSN: 10864415     EISSN: None     Source Type: Journal    
DOI: 10.2753/JEC1086-4415120305     Document Type: Article

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