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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...

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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

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