.../value This study uniquely investigates the direct effects of PBG and PBL on the signaling theory elements of brand consistency and clarity. It distinctively introduces brand consistency as a mediator between perceived brand globalness, perceived brand localness and perceived quality, while expanding...

... to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Variety seeking Signaling theory E-commerce Satisfaction Behavioral intentions Hotels Búsqueda de variedad Teoría de señales Comercio electrónico...