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Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market

Xin Xu, James Y. L. Thong, Viswanath Venkatesh. Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market. Information Systems Research, 25(4):710-729, 2014. [doi]

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