Understanding cross‐product purchase intention in an IT brand extension context

This study investigates why some customers of a brand tend to purchase IT products launched by the same brand in a different category, but others do not. Combining insights from marketing and information systems research, this study develops an integrative model of cross‐category purchases of IT pro...

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Veröffentlicht in:	Psychology & marketing 2018-06, Vol.35 (6), p.392-411
Hauptverfasser:	Guo, Yue, Zhu, Ying, Barnes, Stuart J., Bao, Yongchuan, Li, Xiaotong, Le‐Nguyen, Khuong
Format:	Artikel
Sprache:	eng
Schlagworte:	brand extension brand satisfaction continuance purchase behavior cross‐product purchase hedonic expectancy Information systems IT product purchase perceived service quality Purchase intention utilitarian expectancy
Online-Zugang:	Volltext
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