The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand
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- Patricia Gurviez & Sandrine Ebendé-Kouédi, 2017. "Formation de la confiance initiale envers une marque inconnue," Post-Print hal-01637731, HAL.
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More about this item
Keywords
Perceived risk; Initial trust; Brand.;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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