Article ID Journal Published Year Pages File Type
10367256 Decision Support Systems 2013 12 Pages PDF
Abstract
► Product integration influences perceived tie and perceived fit. ► Perceived fit and perceived tie positively impact customers' evaluations of online brand extension. ► User expertise moderates the effects of product integration on perceived tie. ► Perceived fit and perceived tie have different mediating effects on online brand extension.
Related Topics
Physical Sciences and Engineering Computer Science Information Systems
Authors
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