5
The antecedents and outcomes of online consumer brand experience
Introduction
Digital consumers are no longer dependent on brands for information to support their consumption and decision-making processes; they now proactively seek information using cyber channels to evaluate the suitability of services or products for their personal needs (Rowley, 2004). This phenomenon has shifted the profound nature of modern customers from passive to proactive. With brands recognising this shift, company websites have become a crucial channel for companies’ marketing communication through which they can support and strengthen consumer experience.
Previous research ...
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