The purpose of this study is to fill a critical gap in brand equity literature by proposing and empirically testing a brand equity process model for unfamiliar Asian brands. Cue utilization theory (Easterbrook, 1959) and impression formation theory (Asch, 1946) were integrated to explain how extrinsic and intrinsic cues shown...
Because of the intangible nature of online shopping, consumers perceive online shopping as being risky. This study examined how this risk can be reduced specifically by using a more effective online product presentation method. A combination of the number of product views (one and four) and size (small and large)...