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Perceived congruence and online loyalty as segmentation variables in multichannel retailing: a comparison between appparel and electronics
Ruiz-Molina, María Eugenia; Gómez-Borja, Miguel-Ángel; Mollá-Descals, Alejandro (ESIC, 2017)As the interest of the literature on congruity between offline and online stores is relatively recent, empirical evidence ...