Purpose – Intangibility has long been studied in marketing, especially its physical aspect. This paper seeks to verify whether a branding strategy is efficient in reducing the risk perceived by customers. Design/methodology/approach – A sample of university students answered the measurements...

Purpose – This paper aims to explore the association between intangibility and perceived risk using a sample of North American households. This relationship is explored within two purchase environments, namely online and offline. The authors also investigated the moderating effects of privacy,...

Purpose – The purpose of this paper is to investigate how an E-retailer's assistive intent impacts the perceptions and behaviours of online shoppers. The paper introduces a model that explains and examines the process through which the perceived assistive intent of an E-retailer leads to...