Understanding cross-product purchase intention in an IT brand extension context
Yue Guo, Ying Zhu, Stuart J. Barnes, Yongchuan Bao, Xiaotong Li, Khuong Le-Nguyen
| Year of publication: |
2018
|
|---|---|
| Authors: | Guo, Yue ; Zhu, Ying ; Barnes, Stuart J. ; Bao, Yongchuan ; Li, Xiaotong ; Le-Nguyen, Khuong |
| Subject: | brand extension | brand satisfaction | continuance purchase behavior | cross-product purchase | hedonic expectancy | IT product purchase | perceived service quality | utilitarian expectancy | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Dienstleistungsqualität | Service quality | Kundenzufriedenheit | Customer satisfaction | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management | Produktqualität | Product quality | Kaufentscheidung | Purchase decision | Beschaffung | Procurement |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21094 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011970130