The impact of brand knowledge on online purchase intention of Apple smartphones: As moderated by perceived trust and social commerce constructs

• Main Authors: Carandang, John Christian Linatoc, Raganas, Tiffany Cua, Reyes, Krissalie M., Sy, Nixon L.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Brand choice; Halo effect (Brand choice); Electronic commerce; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/51; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1085/viewcontent/The_Impact_of_Brand_Knowledge_on_Online_Purchase_Intention_of_App2_Redacted.pdf
• Institution: De La Salle University

The smartphone industry is borne out of rapid technological innovation that strives to keep up with customer demands. Two major technological platforms dominate this space in the form of the Android and Apple operating systems. The former gives the user vast freedom in exploring the potential of the...