Developing consumer-based service brand equity via the internet: The role of personalization and trialability

Journal of Organizational Computing and Electronic Commerce

Volumn 18, Issue 3, 2008, Pages 197-223

  Chau, Patrick Y K ^a,c   Ho, Candy K Y ^b  

^a UNIVERSITY OF HONG KONG   (Hong Kong)

^b CHINESE UNIVERSITY OF HONG KONG   (Hong Kong)

^c UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Consumer based brand equity; Internet banking; Personalization; Service brand equity; Technology adoption; Trialability

Indexed keywords

EID: 48349100944     PISSN: 10919392     EISSN: None     Source Type: Journal    
DOI: 10.1080/10919390802198956     Document Type: Article

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