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Brand Equity Effects on Bidding Strategies in an Online Environment
International Journal of E-Business Research
Internet auction bidders seldom have all the information resources upon which they have learned to comfortably rely. This raises the possibility that internet auction participants depend more on brand related knowledge and employ bidding strategies consistent with heightened valuations of brand related information. This study empirically examines how differences in brand equity affect consumer online auction behavior on eBay. Branded products with objective values (certified coins) are examineddoi:10.4018/ijebr.2014040101 fatcat:reyqfq4jnnai7gfy6nup5jzxpq