How do involvement and product knowledge affect the relationship between intangibility and perceived risk for brands and product categories?

Journal of Consumer Marketing

Volumn 27, Issue 3, 2010, Pages 197-210

  Laroche, Michel ^a   Nepomuceno, Marcelo Vinhal ^a   Richard, Marie Odile ^b  

^a Gina Cody School of Engineering and Computer Science   (Canada)

^b UNIVERSITÉ DE MONTRÉAL   (Canada)

Author keywords

Brands; Knowledge management; Risk assessment

Indexed keywords

EID: 77951981668     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363761011038275     Document Type: Article

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