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

• المؤلفون الرئيسيون: Carandang, John Christian Linatoc, Raganas, Tiffany Cua, Reyes, Krissalie M., Sy, Nixon L.
• التنسيق: text
• اللغة: English
• منشور في: Animo Repository 2022
• الموضوعات: Brand choice; Halo effect (Brand choice); Electronic commerce; Marketing
• الوصول للمادة أونلاين: 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
• المؤسسة: 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...