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Web branding at Vietnamese manufacturing enterprises

Huong, Luc Thi Thu ; Meier, Andreas (Dir.) ; Vanetti, Maurizio (Codir.)

Thèse de doctorat : Université de Fribourg, 2007.

The research stream on Website quality has evolved in recent years. Although several research issues have been addressed, there remain gaps in literature about the facilitators of Website as a brand. Therefore, the general purpose of this study is to identify, describe and analyze factors that have had an impact on customer awareness and loyalty to a Website. Based on the literature review, a...