Boshoff, C.; Schlechter, C.; Ward, S. J. - In: South African Journal of Business Management 42 (2011) 1, pp. 45-54
knowledge (brand awareness and brand image) mediates the impact of risk perceptions on the intention to purchase from the web …, it was found that Brand knowledge does act as a mediating variable between Performance risk and Intentions to buy on a … branded web site. Brand knowledge, however does not mediate the impact of Social risk on intentions to buy on a branded web …