간행물

Global Fashion Management Conference

권호리스트/논문검색
이 간행물 논문 검색

권호

2019 Global Fashion Management Conference at Paris (2019년 7월) 224

10.
2019.07 구독 인증기관 무료, 개인회원 유료
This research investigates the effect of digital advertising on the customer-brand relationship, looking at the mediating role of privacy risk perceptions on consumers’ purchase intentions. Through an online experiment, authors show how the source of the customized promotion via e-mail (known source vs. unknown source) has implications on privacy risk perceptions which in turn influence purchase intentions. Theoretical and managerial implications are discussed.
4,000원
1 2 3 4 5