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Keywords: Reference groups
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Journal Articles
Mediation of product design and moderating effects of reference groups in the context of country-of-origin effect of a luxury Brand
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Review of International Business and Strategy (2018) 28 (2): 169–205.
Published: 05 September 2018
... of country-of-origin effect and product experience, and it also investigates the moderating effects of reference groups (non-users vs users) on the relationship between antecedent factors of country-of-origin effect and product design related to a luxury brand, namely, the Mercedes-Benz C-Class or E-Series...
