Beyond technology acceptance: Brand relationships and online brand experience
Abstract
This paper combines insights from marketing and information systems research to arrive at an integrative model of online brand experience. In this model emotional aspects of brand relationship supplement the dimension of technology acceptance to arrive at a more complete understanding of consumer experience with an online brand. The empirical tests involve structural equation modeling and primary data from a survey of 456 users of online search...
Paper Details
Title
Beyond technology acceptance: Brand relationships and online brand experience
Published Date
Jan 1, 2013
Journal
Volume
66
Issue
1
Pages
21 - 27
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