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| Tekijä: | Ha, H. Y. Perks, H. |
| Otsikko: | Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust |
| Lehti: | Journal of Consumer Behaviour
2005 : DEC, VOL. 4:6, p. 438-452 |
| Asiasana: | brands brand loyalty consumer behaviour internet marketing |
| Vapaa asiasana: | familiarity satisfaction e-tailor |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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