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Balancing Customer Trust - A Construct for Guiding Online Strategic Brand Decisions

Published by: Jupiter Research Corporation

Published: Mar. 21, 2001 - 4 Pages


Table of Contents


Due to format and/or brevity, this product does not have a table of contents.

Abstract

Companies often use brand extensions to introduce new products off-line because they facilitate the introduction swiftly and less expensively than starting from scratch does. But extending a brand online requires that a company understand the trust it has developed with its customers.

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