A brand view on the user acceptance of mobile apps : an evidence from India in the multi-channel context
Nithya Murugan, Jayanth Jacob
| Year of publication: |
2019
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|---|---|
| Authors: | Murugan, Nithya ; Jacob, Jayanth |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1025, ZDB-ID 2193368-6. - Vol. 10.2019, 2, p. 95-117
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| Subject: | online brand attitude | perceived tie | perceived ease of use | mobile app | multi-channel | perceived similarity | India | channel extension | PLS-SEM | mediation effects | e-commerce | online retail | Indien | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Innovationsakzeptanz | Innovation adoption | Vertriebsweg | Distribution channel | Mobile Anwendung | Mobile application | Online-Marketing | Internet marketing | Electronic Commerce | E-commerce | Markenimage | Brand image | Einzelhandel | Retail trade | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012036988