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Keywords: Consumer confidence
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Journal Articles
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2023) 40 (5): 1012–1034.
Published: 18 August 2022
... of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands. Design/methodology/approach This study uses the mall-intercept technique. Respondents were randomly approached at popular retail...
