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Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender
Consumers’ perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined th...
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| Udgivet i: | Front Psychol |
|---|---|
| Main Authors: | , , , |
| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Frontiers Media S.A.
2020
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| Fag: | |
| Online adgang: | https://ncbi.nlm.nih.gov/pmc/articles/PMC7046750/ https://ncbi.nlm.nih.gov/pubmed/32153466 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.3389/fpsyg.2020.00248 |
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