THE EFFECTS OF COMPONENT BRANDS ON CONSUMER CHOICE AND EVALUATION OF INFORMATION TECHNOLOGY PRODUCTS
Pages: 73
Published: Jan 1, 2014
Abstract
Brand typically plays a decisive role in influencing consumer purchases. This premise is particularly interesting in the case of an information technology (IT) product, such as a laptop computer, which is often composed of an amalgamation of electronic components (e.g., sound card, memory, and so on). Thus, an IT product is represented not only by the primary brand (also known as the host brand) it carries, but also by the brands of its...
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