Brand identity and online self-customisation usefulness perception
Year of publication: |
October 2016
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Authors: | He, Hongwei ; Harris, Lloyd C. ; Wang, Weiyue ; Haider, Kamran |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 13/14, p. 1308-1332
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Subject: | Brand identity | online self-customisation | trust | need for uniqueness | perceived usefulness | structural equation modelling | Markenimage | Brand image | Vertrauen | Confidence | Markenführung | Brand management | Strukturgleichungsmodell | Structural equation model | Persönlichkeitspsychologie | Personality psychology | Wahrnehmung | Perception | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Online-Marketing | Internet marketing |
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