Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms
Year of publication: |
2021
|
---|---|
Authors: | Mu, Jifeng ; Zhang, Jonathan Z. |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 5, p. 994-1020
|
Subject: | E-commerce platform | Marketing capability | Brand reputation | Consumer journey | Electronic Commerce | E-commerce | Konsumentenverhalten | Consumer behaviour | Reputation | Online-Handel | Online retailing | Markenimage | Brand image | Digitale Plattform | Digital platform | Markenführung | Brand management |
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