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Developing consumer-based service brand equity via the internet: The role of personalization and trialability
Journal article
Journal of Organizational Computing and Electronic Commerce,2008, volume: 18, issue: 3, pages: 197-223
Authors:
Chau, Patrick Y. K.
;
Ho, Candy K. Y.
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Submit date：2023/05/19
Consumer-based brand equity
Internet banking
Personalization
Service brand equity
Technology adoption
Trialability
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