Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation

Grounded on the cognitive consistency theory, this paper adopts the prime-probe paradigm and Electroencephalography (EEG) experiment to examine the impact of country-of-origin (COO) stereotypes-brand positioning congruence on consumer behavior, the boundary effect of brand positioning strategy, as w...

Descripción completa

Detalles Bibliográficos
Autores principales: Wang, Ailian, Lyu, Dong, Liu, Yunlu, Liu, Jiaoyang, Gao, Li, Jin, Jia
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Neuroscience
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9170143/
https://www.ncbi.nlm.nih.gov/pubmed/35677352
http://dx.doi.org/10.3389/fnins.2022.901123

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9170143/
https://www.ncbi.nlm.nih.gov/pubmed/35677352
http://dx.doi.org/10.3389/fnins.2022.901123

Ejemplares similares