Cargando…
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...
| Autores principales: | , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2020
|
| Materias: | |
| 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 |