Impact of consumer ethnocentrism and animosity on brand image and brand loyalty through product judgment
Abstract
Purpose This study aims to check the impact of consumer ethnocentrism (CE) and animosity on brand image (BI) and brand loyalty (BL) of Indian made cosmetic products in Pakistan and to check the mediation role of product judgment (PJ) related to Indian made cosmetic products in this relationship. Design/methodology/approach In this study, the researcher used quantitative techniques to collect data. Online survey strategy was used for data...
Paper Details
Title
Impact of consumer ethnocentrism and animosity on brand image and brand loyalty through product judgment
Published Date
Jul 15, 2020
Journal
Volume
12
Issue
8
Pages
1477 - 1491
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