As another means to avoid common method bias, study 2 estimates a more complex model by accounting for the moderating role of brand familiarity. As Chang, van Witteloostuijn, and Eden (2010) point out, the inclusion of a moderating variable “is likely to reduce CMV because such a complex...
This view supports the findings in a 2018 report by PwC, 'The promise of 5G'9, which states that reliability is the foundation on which 5G must be built. Consumers placed reliability at the top of their 'must have' list when using a mobile device, ahead of unlimited data, security, ...