Yvonne Saini

Wits Business School

Lecturer

Johannesburg

South Africa

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Scholarly Papers (1)

1.

The Effects of the Online and Offline Purchase Environment on Consumer Choice of Familiar and Unfamiliar Brands

Number of pages: 14 Posted: 28 Sep 2015
Yvonne Saini and John G. Lynch
Wits Business School and University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making
Downloads 167 (187,914)

Abstract:

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Accessibility-diagnosticity model, Brand familiarity, shopping environment, consumer choice