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Keywords: Country moderating effect
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Journal Articles
Journal:
Management Decision
Management Decision (2018) 56 (8): 1663–1681.
Published: 05 June 2018
..., both macro and micro country images were equally relevant to the purchase intention of symbolic goods (i.e. handbags), while micro country image played a greater role in the purchase intention of functional goods (i.e. cell phones). A partial country moderating effect was found. The effects of micro...
