The fallacy of the level playing field: The effect of brand familiarity and web site vividness on online consumer response

Journal of Marketing Channels

Volumn 9, Issue 3-4, 2002, Pages 87-102

  Griffith, David A ^a   Gray, Clifton C ^b  

^a UNIVERSITY OF HAWAII   (United States)

^b Site Master   (United States)

Author keywords

Brand familiarity; Cue utilization theory; Online retailing; Web site vividness

Indexed keywords

EID: 84978858922     PISSN: 1046669X     EISSN: 15407039     Source Type: Journal    
DOI: 10.1300/J049v09n03_05     Document Type: Article

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