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Keywords: Product familiarity
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Journal Articles
Effect of brand origin on brand personality perceptions: an empirical analysis from Turkey
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2013) 25 (4): 539–560.
Published: 06 September 2013
... information. Also, product involvement positively moderates brand origin effect while product familiarity negatively moderates it. However, two-way interactions of brand origin and product involvement are more meaningful than all other interactions and main effects. Research limitations/implications...
