Abstract:This paper attempts to provide a better understanding of the relationship between consumer perceptions of a brand and their web site, and the perceived value of that web site. This is done by empirically testing the relationship between four key consumer perception variables, i.e. brand personality, involvement, perceived control and expectations, and the perceived value of the web site in an experimental study of consumers' interaction with car brand web sites. Laboratory based, controlled and randomised expe… Show more
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