Online trust-building mechanisms for existing brands

Kedan,ChenAnran,SuChenting

Online trust-building mechanisms for existing brands

2016

Kedan
ChenAnran
SuChenting

This study investigates how the e-business platform certification system affects online trust-building mechanisms for existing brands. Integrating theories of online trust and brand knowledge, we p...

Keywords:

brand image
Computer science
Brand awareness
Marketing
Certification
Advertising
trust building

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