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