IEEE - Institute of Electrical and Electronics Engineers, Inc. - Exploring factors affecting evaluation of e-brand extension

2007 IEEE International Conference on Grey Systems and Intelligent Services

Author(s): Zhang Yuanyuan ; Wang Jian-ling
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 November 2007
Conference Location: Nanjing, China
Conference Date: 18 November 2007
Page(s): 1,664 - 1,667
ISBN (CD): 978-1-4244-1294-5
ISBN (Paper): 978-1-4244-1293-8
DOI: 10.1109/GSIS.2007.4443554
Regular:

This study explores to find the factors affecting evaluation of e-brand extension based on A&K model, and independent variables in this study are categorized as (1) Perceived quality;(2) Perceived... View More

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