Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism
Résumé
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.
Domaines
Gestion et management
Fichier principal
The Effect of Brand Globalness on Brand Trust final.pdf (697.2 Ko)
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