... addressed issue of brand assurance services. The paper helps to understand this phenomenon in a global sense. Compared to the student participants used in the previous literature, this experiment provides a practical addition to the prevalent framework of trust in e‐commerce studies. Finally the research...

... behaviour and web site sponsor brand. Design/methodology/approach A survey instrument was used to gather data to test the relationships in the research model. Findings The paper shows the importance of attitude towards the web site and attitude towards the internet in explaining attitude towards...

...Luis Casaló; Carlos Flavián; Miguel Guinalíu Purpose The importance of virtual brand communities is growing day by day as a result of consumers increasingly using online tools to contact fellow consumers in order to get information on which to base their decisions. For this reason, this work aims...

...Jennifer Rowley The role of brands and branding in the new economy that is characterised by digitisation and globalisation are attracting considerable attention. Taking the organisational perspective the challenges for branding in online environments relate to: the message capacity of Web pages...