... functionality and sustainability, consumers’ ratings of these attributes, and WTP were assessed through moderated mediation analyses. Findings The halo effect of a premium brand name was observed in consumers’ ratings of product functionality/sustainability. The indirect contribution of product...

...Hongjoo Woo; Byoungho Jin; Bharath Ramkumar Purpose Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose...