FROM PERCEPTION TO LOYALTY: EXPLORING THE IMPACT OF PERCEIVED BRAND AUTHENTICITY ON CONTINUOUS PURCHASE INTENTION
Access to information has changed how consumers interact with brands, as they can learn more about a brand's authenticity, impacting their intention to repurchase the brand. Therefore, this study explores how perceived brand authenticity affects continuous purchase intention and examines the mediati...
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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universitas Pelita Harapan
2024-09-01
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| coleção: | DeReMa (Development Research of Management): Jurnal Manajemen |
| Assuntos: | |
| Acesso em linha: | https://ojs.uph.edu/index.php/DJM/article/view/8546 |
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