Impact of virtual brand experience on purchase intentions : the role of multichannel congruence
Year of publication: |
2011
|
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Authors: | Gabisch, Jason A. ; Gwebu, Kholekile L. |
Published in: |
Journal of electronic commerce research : JECR. - Long Beach, Calif. : Univ., ISSN 1938-9027, ZDB-ID 2136755-3. - Vol. 12.2011, 4, p. 302-319
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Subject: | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Virtuelle Realität | Virtual reality | Werbewirkung | Advertising effects | Markenimage | Brand image | Kaufmotiv | Consumer motivation |
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