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Keywords: Brand credibility
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Journal Articles
Journal of Product & Brand Management (2020) 29 (7): 849–861.
Published: 04 February 2020
...Ankur Srivastava; Dipanjan Kumar Dey; Balaji M.S. Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived...
