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Keywords: Brand innovativeness
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Journal Articles
Are global brands trustworthy?: The role of brand affect, brand innovativeness, and consumer ethnocentrism
Available to Purchase
Journal:
European Business Review
European Business Review (2019) 31 (6): 926–946.
Published: 14 October 2019
...Richard Huaman-Ramirez; Noël Albert; Dwight Merunka Purpose This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer...
