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REVIEWING THE IMPACT OF COUNTRY-OF-ORIGIN ON CONSUMER PURCHASE INTENTION : THE ROLE OF CELEBRITY ENDORSEMENT IN EXISTING LITERATURE

This paper explores the effect of country of origin on consumer purchase and repeat purchase intention. The moderating impact of celebrity endorsement will also be explored. This research took on a theoretical approach using over twenty-five (25) articles covering country of origin, purchase intent...

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Principais autores: Shanzara Khan, Satesh Sookhai
Format: Artigo
Sprog:Inglês
Udgivet: Universitas Nusa Cendana 2025-07-01
Serier:Journal of Management Small and Medium Enterprises (SME's)
Fag:
Country-of-Origin
Consumer Purchase Intention
Repeat Purchase Intention
Celebrity Endorsement
Online adgang:https://ejurnal.undana.ac.id/index.php/JEM/article/view/20922
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