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Keywords: Willingness to pay more
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Journal Articles
Cross Cultural & Strategic Management (2024) 31 (4): 513–535.
Published: 16 August 2024
... their willingness to pay more and recommend the products to others. Design/methodology/approach Survey data from 278 Indonesian and 163 Malaysian female consumers were analyzed by means of structural equation modeling. Second, we test the moderation role of sign value using metric invariance across the two...
