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- W129129770 abstract "In the online medium, firms consider brand image to be a key asset that must be carefully managed, given that consumers cannot physically inspect products in this virtual ‘establishment’ and that therefore their perception of risk increases (Rowley, 2004). Those brands that enjoy a strong reputation and high brand value generate a reduced perception of risk for the client, along with greater credibility and brand preference – thereby encouraging their purchase (Grewal, Iyer and Levy, 2004; Korgoankar and Karson, 2007)." @default.
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- W129129770 date "2013-01-01" @default.
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- W129129770 title "Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness" @default.
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- W129129770 doi "https://doi.org/10.1007/978-3-658-02365-2_7" @default.
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