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ABSTRACT In this paper, we attempt to empirically determine the factors that drive traffic and brand equity in the internet space. Even in 2002 with the internet bubble burst, many companies are still turning to the web to interact with current customers and reach new markets. These companies need to know if the traditional theories linking advertising, store visits, and sales are still supported a they move online, using the technology-based internet as a primary marketplace.
Ilfeld et al. (Wed,) studied this question.
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