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Keywords: Smartphones
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Journal Articles
Review of International Business and Strategy (2026) 36 (2): 261–282.
Published: 30 January 2026
...Melissa Chu; Lara Letícia Donegá Carreira; Marina Lourenção Purpose This study aims to examine the COO effect on potential consumers’ attitude toward smartphone brands in Brazil, focusing on cognitive (knowledge), affective (feeling) and conative (behavioral) components of attitude theory...
