Exploring the Proliferation of E Commerce to Quick Commerce: The Influence of Brand Resonance on Acceptance of Brand Extension—Mediating Role of Brand Trust

Studies in systems, decision and control 2026 Book chapter

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Authors: V. S. Divyasre, K. Madhavi, Sini M. George, M. Harishkumar, V. Roopashri, R. Mohan Kumar
DOI: 10.1007/978-3-032-10016-0_79
Cited by: 0
References: 27

Fields of Study & Subjects

Consumer Behavior in Brand Consumption and Identification Technology Adoption and User Behaviour Digital Marketing and Social Media

Publication details

Journal / source
Studies in systems, decision and control
Pages
991–1003
Publication date
1 January 2026
Language
EN
Document type
Book chapter