Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism - Aix-Marseille Université Access content directly
Journal Articles European Business Review Year : 2019

Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism

Abstract

This research is interested in extending our understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.
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Dates and versions

hal-02118515 , version 1 (03-05-2019)

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Richard Huaman-Ramirez, Noël Albert, Dwight Merunka. Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism. European Business Review, In press, ⟨10.1108/EBR-11-2017-0202⟩. ⟨hal-02118515⟩
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