The heterogeneity of trust that, the research
on pricing is beginning to suggest, is currently
acting as a brake on frictionless eCommerce,
brings our focus directly back to concerns
over branding. Investigation of branding
within electronic channels also suffers from a
blizzard of rhetoric affecting rigorous analysis.
Basu contrasts an apocalyptic paradigm (a
“transformational'' approach) with an
integrating paradigm.

The heterogeneity of trust that, the research
on pricing is beginning to suggest, is currently
acting as a brake on frictionless eCommerce,
brings our focus directly back to concerns
over branding. Investigation of branding
within electronic channels also suffer from a
blizzard of rhetoric affecting rigorous analysis.
Basu contrasts an apocalyptic paradigm (a
“transformational'' approach) with an
integrating paradigm