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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Detalles Bibliográficos
Autores principales: Xue, Jianping, Zhou, Zhimin, Zhang, Liangbo, Majeed, Salman
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7046750/
https://www.ncbi.nlm.nih.gov/pubmed/32153466
http://dx.doi.org/10.3389/fpsyg.2020.00248

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7046750/
https://www.ncbi.nlm.nih.gov/pubmed/32153466
http://dx.doi.org/10.3389/fpsyg.2020.00248

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