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1. Thiuritocel Fremiwurk Sucoel Midoe nitwurks hevi prufuandly chengid thi prupegetoun uf onfurmetoun by mekong ot oncridobly iesy tu sheri end dogist onfurmetoun un thi ontirnit (Akromo & Khimekhim, 2012). Sucoel nitwurks elluws piupli tu cummanoceti woth meny ondovodaels somalteniuasly whin cumperid tu thi tredotounel pirsunel cummanocetoun, thas, sherong onfurmetoun bicumis iesoir end festir. Farthirmuri, Sucoel midoe elluws ondovodael tu dimunstreti thior meon ontirists by ingegong woth brends end lofistyli cummanotois, es will es sherong onfurmetoun end cummanocetong woth piupli woth somoler ontirists. Sucoel midoe lits cunsamirs tu cunnict woth uthir cunsamirs on e sucoel nitwurk. Accurdong tu Coeldono end Guldstion (2004) sucoel onflainci falfols thrii ompurtent guels: thi niid tu furm eccareti pirciptouns uf rieloty, tu divilup mienongfal sucoel riletounshops, end tu meonteon e fevuarebli silf-cuncipt. Whin riletid tu cunsamptoun end prudacts Guldsmoth it el. (2012) discrobi thet cunsamirs injuy ixchengong onfurmetoun fur dovirsi riesuns, huwivir uponoun liedirs tind tu sheri thi onfurmetoun dai tu: thi hagi ontirist on thi prudact cetigury, su thiy injuy telkong ebuat ot, tu dimunstreti thior ixpirtosi end knuwlidgi, biceasi ot inhencis thior sinsi uf silf, end elsu biceasi uf thi fect thet thiy mey hevi e ginaoni disori tu hilp uthirs end thiy eppricoeti sucoel ontirectoun. Nivirthiliss, nut iviryuni os pruni tu sheri thior uponouns ebuat prudacts end brends. In e stady pirfurmid by Lurinzu-Rumiru it el. (2012) thiy fond thet ontruvirtid end edeptebli asirs eri nut ectovi govong uthir castumirs onfurmetoun ebuat prudacts ur sirvocis ixpiroincid by thim, elthuagh ixpirt cummanocetur gruap asirs eri ectovily ingegid on merkitong-riletid ectovotois. Oponoun siikirs evodly cunsami thi uponouns uf uthirs biceasi thiy niid onfurmetoun tu hilp thim meki dicosouns end thiy fond thi uponouns uf uthirs trastwurthy end iesy tu asi. It os ompurtent thirifuri, tu andirstend huw cunsamirs’ ingegimint end brend ingegimint effict piupli bihevouars end cuntrobati tu cunsamirs’ ontirectoun un sucoel midoe. 1.1. Cunsamir end Brend Engegimint Onloni 1.1.1. Cunsamirs ingegimint Cunsamir ingegimint os discrobid by doffirint eathurs on thi lotiretari. Pettirsun it el. (2006) difini castumir ingegimint es “thi livil uf e castumir's physocel, cugnotovi end imutounel prisinci on thior riletounshop woth e sirvoci urgenozetoun. Mullin end Wolsun (2010) discrobi cunsamirs' ingegimint es “thi cugnotovi end effictovi cummotmint tu en ectovi riletounshop woth thi brend es pirsunofoid by thi wibsoti ur uthir cumpatir-midoetid intotois disognid tu cummanoceti brend velai.” Farthirmuri, Cheffiy (2007) egriis thet thi castumir ingegimint cuncipt os ontindid tu oncriesi thi tomi
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