search query: @journal_id 4504 / total: 76
reference: 4 / 76
| Author: | Ha, H. Y. Perks, H. |
| Title: | Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust |
| Journal: | Journal of Consumer Behaviour
2005 : DEC, VOL. 4:6, p. 438-452 |
| Index terms: | brands brand loyalty consumer behaviour internet marketing |
| Freeterms: | familiarity satisfaction e-tailor |
| Language: | eng |
| Abstract: | This article proposes mainly the issue of whether there is a direct relationship between brand experience and brand trust or whether there is an indirect relationship via satisfaction or brand familiarity. This empirical study of e-consumer behaviour discloses that the brand trust is achieved through the following things: various brand experiences and the search for information, a high level of brand familiarity and customer satisfaction based on cognitive and emotional factors. In an e-environment these things should help academics and marketers in their understanding of the development of brand trust. |
SCIMA