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Get your brand in line!

Hart, H.E. (2021) Get your brand in line!

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Abstract:The purpose of this paper is to address the effects of vendor and product congruency within an e-commerce platform. The central assumption of this study is that a congruent state will positively influence consumers' responses. The main finding of this thesis indicated the moderation interaction effect of product congruency * vendor. The result showed that high vendor trust positively influences consumers' perception towards brand trust (platform).
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86252
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