Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type

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Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type

Purpose: The aim of this study is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs. app stores) and product type. Design/methodology/approach: A...

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Bibliographic Details
Main Authors:	Rezaei, Sajad, Valaei, Naser *
Format:	Article
Published:	Emerald 2017
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/668/

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