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Technology and brand selection: the mediating effect of cognition in Indian retail

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  • Satish Chandra Ojha

Abstract

The aim of this study is to experimentally inspect the intervention impact of cognition variables on the relationship between technology and brand selection in Indian retail. A quantitative technique was utilised to test the model of which was produced for the reason of the study. The model included technology dimensions, cognition and brand selection. The research data were collected from the population of Kanpur region for the purpose of this study. The major finding of this study is that cognition variables which constitutes of perceived quality and service quality, mediates the relationship between technology and brand selection.

Suggested Citation

  • Satish Chandra Ojha, 2019. "Technology and brand selection: the mediating effect of cognition in Indian retail," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 17(1), pages 21-41.
    • Handle: RePEc:ids:ijbexc:v:17:y:2019:i:1:p:21-41
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