How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust - Ling, Shuai; Zheng, Can; Cho, Dongmin (Behavioral sciences, 2023)
Keywords: Brand equity; Brand image; brand knowledge; brand trust; Computer programs; e-commerce platform; Electronic commerce; fresh food; Internet software; Marketing research; Mediation; perceived value; Perceptions; purchase intention; Purchasing; China; purchase intention; perceived value; fresh food; e-commerce platform; brand trust; brand knowledge