Figure 1
The conceptual research model is presented as a flow diagram with rectangular nodes and arrows indicating relationships. On the far left, a large rectangular node is labeled “Brand Ethnicity.” Below this label, five bullet points detail its components: “1. Domestic Identity, 2. Political Position, 3. National Contribution, 4. Market Performance, 5. National Culture.” From the “Brand Ethnicity” node, two horizontal arrows extend to the right: One arrow points to a rectangular node labeled “Brand Attachment.” This node is labeled “H 2” above it. Another arrow points to a rectangular node labeled “Brand Trust.” This node is labeled “H 3” below it. There is also an arrow originating from “Brand Ethnicity” and pointing directly to the “Purchase Intention” node (described below). This arrow is labeled “H 1 (a) to (e).” From “Brand Attachment,” a downward arrow points to “Brand Trust.” This arrow is labeled “H 4.” Finally, two arrows converge from “Brand Attachment” and “Brand Trust” to a single rectangular node on the far right labeled “Purchase Intention.”Framework of the research. Source(s): Created by the authors