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1-2 of 2
Keywords: Brand image
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Journal Articles
International Journal of Emerging Markets (2023) 18 (12): 6015–6036.
Published: 03 May 2022
... and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model. Findings The localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated...
Journal Articles
International Journal of Emerging Markets (2023) 18 (11): 5049–5067.
Published: 10 February 2022
.... Therefore, this study investigated the relationship of country of origin image with consumer purchase intention through consumer uncertainty. The study further explored the conditional effect of brand image between country of origin and consumer uncertainty. Design/methodology/approach The data...
